hūmānus

hūmānus (formerly Victim Advocates International) are a lawyers collective providing legal services to survivors of mass atrocity crimes (war crimes, genocide, and crimes against humanity). They centre survivors in shaping their own futures and definitions of justice; listening closely and working alongside them to deliver it.

In just five years, they’ve challenged norms in human rights law, taken on cases others deemed too ambitious, and made real impact. Believing legal services are a right, especially for those most affected. They’re most known for their work with the Rohingya community (representing the Rohingya youth group against Meta) but work globally within multiple communities.

This is a key transition period, aiming to adapt to global changes and ensure long-term sustainability for the organisation. We created a brand strategy aligned with a new organisational direction. This led to a name change and bold, energetic identity that remains professional when needed.

The identity is centred around a custom logotype that is full of personality while retaining a formal appearance. The traditional italic style, curves and calligraphic details of the type provide a soft, approachable and human feel to the letterforms. Whereas the rigid structure, top serifs and heavier weight provide an unmovable and solid feel that represents the unwavering nature of the organisations. It’s a symbol of who they are.

This logotype is then backed-up by a strong colour palette. The deep purple giving a formal and royal tone contrasted by a crisp acid green expressing their forward thinking approach to help survivors of mass atrocity crimes. To balance both of these strong colours a more neutral pink has been added to allow for a less contrast pairings where needed. This lower contrast allows their skills in negotiation to be represented.

All these elements on their own provides a strong and punchy identity but a softness was needed which was provided by the introduction of pattern. Four core patterns were created from the forms of the logotype. These patterns are used as a graphical element to bring a sense of calm. They’re used like traditional typographic ornamentation allowing the design to change between a “formal legal” appearance and a softer “direct to client” human touch. It’s in this that hūmānus can shift tone depending on who they’re directing their brand to.

Overall the visual identity is bold, impactful and adaptable. The aim was for hūmānus to appear not as an NGO but more as a law firm while showcasing that they aren’t a typical organisation. With all the systems in place there’s enough flex in the identity to allow for this line to be tread and showcase the heart of the organisation.