Why Donkey is an independent production company for promotional videos and impact films. The term “impact films” refers to documentaries whose purpose is to motivate the viewers to act and/or become more involved in a certain issue. The donkey, which is always considered an underdog, expresses the brand’s values ​​perfectly; It is not always pleasant to hear his bray, but he is intelligent, stubborn and confident in his ways.

The graphic language is based on handcraft; both the logo and the graphic elements are a reference to familiar elements from the world of film-making (film, frame, fast forward, etc.), and are made to reassemble rough paper shreds, with textures that simulate manual work with hand-made stamps.

The colour palette, which is a combo of black and white with RGB blue and green, is both a reference to the big screen, and also a complementary and softening element to the brand’s language protest qualities.

Another central element in the identity is the extensive use of large typography for humorous quotes, which express the brand’s values directly from the donkey’s mouth.

Designed at Re-Levant.