MOUNTAINS FOR ALL – Akihiro Takeuchi

MOUNTAINS FOR ALL

Superhero for all kids

Logo design for a non-profit organization offering outdoor programs to kids.

Mountains for All (MFA) is a non-profit based in Portland, United States, offering outdoor recreation programs that connect and inspire all youth, building a foundation for a lifetime of active participation in the outdoors.

Their program is designed as a multi-week program that takes kids to Mt. Hood —a 3429m mountain located about 80 km east-southeast of Portland— providing them with the gear they need as well as the appropriate instruction.

Insight

According to Matt Freeman, the founder of MFA, current participation in outdoor recreation sees a significant under-representation of various demographics, specially people of color/of a minority background in lower-economic urban areas. For future mountain recreation enthusiasts of all backgrounds, MFA think they need to remove barriers to participation and to create confidence and a sense of belonging through a reflection of culture diversity.

Concept

For the main target audience (9-10 age kids), a “superhero” —a person for all— can give them confidence. He/She takes kids to mountains, and then they will also become superheros/heroines who have strong confidence.

Idea

While keeping outdoor brand feeling with the color, a superheroic emblem of distinctive shape of mountains with the letters “MFA” has a strong voice “MOUNTAINS FOR ALL” for democratizing the outdoor activities.

Feedback

Incredible proactive and responsive with feedback. His thinking and concepts stood out immediately. He is creative and a great problem solver.

– Matt Freeman, Founder of MFA

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