Defund2Fund designed by GOOD Company, Calgary, Canada

Defund2Fund

Visual identity

Calgary Defund Coalition—a grassroots organization comprised of 14 Black and Indigenous cultural groups—required strong visuals to help it gain attention while campaigning City Council to redirect funding from the Calgary Police Service to other community programs.


Defund2Fund was born, with the directive to “Rebuild, Invest, Reform”. We created a powerful icon, wordmark and punchy palette to serve this group in the short time it had to grab attention of councillors and potential councillors in the upcoming municipal election.


We created an icon that visually depicts the concept of defunding to fund; a downward arrow (defunding) is absorbed into an upward arrow (funding). We then integrated the upward and downward arrows into the typography of the wordmark. Colours were chosen for maximum contrast and impact, as this would be used on posters and protest signage.

Defund2Fund designed by GOOD Company, Calgary, Canada
Defund2Fund designed by GOOD Company, Calgary, Canada
Defund2Fund designed by GOOD Company, Calgary, Canada
Defund2Fund designed by GOOD Company, Calgary, Canada
Photo: Jon Yee
Defund2Fund designed by GOOD Company, Calgary, Canada
Defund2Fund designed by GOOD Company, Calgary, Canada
Photo: Jon Yee
Defund2Fund designed by GOOD Company, Calgary, Canada
Defund2Fund designed by GOOD Company, Calgary, Canada
Photo: Jon Yee

We're GOOD.

Together? We’re great. Let’s go.

We’re GOOD.

Together? We’re great. Let’s go.