ASAP – Australian Sidoarjo Assistance Project

The Australian Sidoarjo Assistance Project (ASAP) is a group of Australian and Indonesian volunteers committed to assisting victims of the Sidoarjo mudflow, lobbying for a long-term sustainable and fair solution, and promoting awareness of the ongoing humanitarian crisis. As a small non-profit organisation targeting the large multinational corporations responsible for the mudflow disaster, the founding members of the organisation realised the importance of appearing professional from the very beginning.

The logo is based on the font ‘Arial’: this font recognisable on every computer. It is reliable and gives a strong, urgent image (apparently Oxfam, one of the world’s biggest non-profit organisations, also use this font). Other features of the logo include letters that are cut off on the bottom, to symbolise the rising mud (the ‘S’ looks like it is sinking). The cross-bars on each ‘A’ have been removed, which then become the legs for two human figures. The figure on the left appears to be helping up the figure on the right, a symbol of ‘Assistance’.