Forward Movement
A new identity for Forward Movement, the next chapter of MVMT10K, a community initiative by The Indianapolis Foundation. The mark is built from elements of the foundation's own logo.
- Brand Designer
- 2025
- Forward Movement / The Indianapolis Foundation
- Live project
- See live project (opens in a new tab)
Strategic Gaps
A movement ready for its next chapter
MVMT10K, the Movement of 10,000, is a digital platform from The Indianapolis Foundation. Its goal was to bring at least 10,000 people together to bridge differences and dismantle racism, through short history lessons, guided reflection and real action steps. Forward Movement is its next version, open to community groups, organizations and educators as well as individuals. The old yellow, hand-drawn look belonged to a campaign. The new name needed an identity that felt lasting and clearly part of the foundation behind it.
Design Logic
Built from the foundation’s mark
The Indianapolis Foundation logo is a navy square with a cyan circle. I took those elements and used them to create the initiative’s own mark. Navy carries the letters and a cyan dot sits beside them, so anyone who knows the foundation sees the connection right away.
An M that moves forward
The FM monogram is heavy and geometric. The last stroke of the M rises into an arrow pointing up and to the right, so the name and the idea of progress live in one shape.
Simple enough to travel
Under the monogram, FORWARD is set in bold navy capitals and MOVEMENT in spaced cyan capitals between two short rules. Two colors and clean letterforms keep it clear on paper, on screens and on a T-shirt.
Live Today
Forward Movement runs at mvmt10k.org, with its app on the App Store and Google Play. I designed the new identity in 2025.
Reflection
A rebrand for a movement has to keep the trust it already earned. Building the mark from the foundation’s own shapes keeps that trust, and the arrow gives it somewhere to go.
Take “find a designer” off the list.
