cheeeeese turns the Geneva Learning Foundation's initials into a brand identity: one labyrinth on a pixel grid, with a key in a single stroke.

The Geneva Learning Foundation is ten years old, and its new mark has nothing to do with the Trajan wordmark it carried through its first decade. The Geneva office of international agency cheeeeese fused the T, G, L and F into a single labyrinth, drawn on a pixel grid, so the four letters read as one continuous path. The labyrinth stands for the complex problems health workers face every day. One stroke inside it forms a key, borrowed from the key of Saint Peter on Geneva's coat of arms, and it moves through the maze the way the foundation works: into the problem, toward the way out, into the solvers' hands. The launch image shows the initials built as a sculpture of striped panels in blue, green, cream and orange, standing in an open field. It is the kind of mark TGLF founder Reda Sadki described as one Lea Pérez "turned all of that into a single glyph that you remember after one look."

A brand identity built on labyrinths and keys

The construction sheet tells the systems story. Every turn of the labyrinth snaps to a pixel grid, which gives the maze its engineering discipline. The wordmark is set in Space Mono, the Colophon Foundry face drawn for Google Fonts, with Source Code Pro and Montserrat in supporting roles. That is a deliberate break from the old identity, a classical Trajan serif of the kind shared by countless philanthropic organizations. Three creative routes were presented in June 2026; TGLF chose the initials route, and the work ran from May through September 2026.

The scope covers logo, visual identity, social media templates and guidelines for an organization that reaches 80,000 health and humanitarian workers across more than 100 countries. The social templates put the system to work: phone-frame mockups and duotone quote cards that carry the pixel logic into everyday posts. Seen next to the previous identity, with its Trajan wordmark over smeared paint, the change is total. Same foundation, new alphabet.

Credits: identity by cheeeeese (Geneva); creative direction by Cédric Delmont, art direction by Lea Pérez. Read the full announcement.