Mission
Peace through music
A nonprofit global movement connecting people through a common language transmitted through music, to challenge minds and change hearts.
01
Brand essence
Everything starts with the mark: a globe turned into a key, its teeth made of piano keys. The meaning is the mission: music is the key that unlocks peace across the whole world.
Idea
One shared song
The eight-syllable phrase Sasha Eha Tozi Hawoo®, drawn from 124 languages, lets strangers who share no tongue still sing as one.
Promise
Measure by measure
Change happens gradually and gently, one note, one voice, one heart at a time, on a shared road to peace.
Personality
HopefulSincereDignifiedInclusiveWarmUnifyingHumanUplifting
02
The logo
The mark is a knockout design, so it has two forms: the positive lockup (charcoal detail) for light backgrounds, and the reversed lockup (white detail) for dark backgrounds. Always pick the version that keeps the piano keys and globe ring fully visible.
Positive · on white
Reversed · on charcoal
Positive · on cream
Reversed · on brand teal
Anatomy & meaning
- 1
The globe
A borderless world, our destination, and the people we exist to bring together.
- 2
The continents
All of humanity, regardless of nation, faith, race, or language.
- 3
The piano keys
Music, the universal language and the heart of everything we do.
- 4
The key form
Globe, shaft, and keys form a key: music is what unlocks peace.
- 5
The wordmark
A bold geometric sans, confident, modern, and plain-spoken.
03
Clear space & sizing
Protect the logo with breathing room and never let it shrink past legibility.
Clear space
Keep clear space equal to the height of the globe (“x”) on every side. Nothing (type, imagery, or edges) should enter this zone.
xx
Minimum size
Below these sizes the wordmark and continents start to break down. When space is tight, use the globe symbol alone.
04
Logo misuse
The mark stays consistent everywhere. Please don’t do any of these.
Don’t stretch
Never distort or change the proportions.
Don’t rotate
Keep the logo level and upright.
Don’t recolor
Only use approved brand colors.
Don’t add effects
No shadows, glows, or outlines.
Don’t use low contrast
Avoid busy photos without a clear ground.
Do this
Right version for the background, level, with clear space.
05
Color
The core palette comes straight from the logo. A supporting warm palette adds the humanitarian warmth that carries the brand across the web and print. Tap any swatch to copy its hex.
Core, from the logo
Click to copy
Peace Teal
#01A6BC · rgb(1,166,188)Primary. The globe, links, key accents and highlights.Click to copy
Charcoal Ink
#1E2128 · rgb(30,33,40)Body text, dark sections, and deep UI surfaces.Click to copy
White
#FFFFFF · rgb(255,255,255)Space and clarity. Reversed-logo detail and surfaces.Supporting, warm & humanitarian
Click to copy
Terracotta
#C2562FPrimary call-to-action, energy, warmth.Click to copy
Gold
#E0A23AHope and highlights. Use sparingly.Click to copy
Cream
#FBF6ECWarm page background and large fields.Click to copy
Deep Teal
#0A7E90Tint for depth, gradients, hovers.06
Typography
A clear three-part system: a geometric sans in the logo, a warm serif for headlines, and a friendly humanist sans for everything you read.
LogotypeBold geometric sans, Montserrat / Poppins style
DESTINATION PEACE
Used only within the logo. If you must re-set it, use Montserrat ExtraBold in all caps with slightly open tracking.
Display · FrauncesHeadlines, statements, big moments
Peace… measure by measure.
AaBbCcDdEe · 1234567890 & ?!
Body & UI · MulishParagraphs, captions, buttons, labels
Destination Peace unites the world through a single shared song, a universal language that rises above borders, beliefs, and the differences that divide us.
RegularSemiBoldExtraBoldBlack
H1 · 64Display heading
H2 · 40Section heading
H3 · 24Subheading
Body · 17Body copy for comfortable reading.
Label · 12Eyebrow label
07
Graphic elements
A small kit of motifs pulled from the mark keeps everything feeling unmistakably Destination Peace.
Avatars, favicons, seals.
Piano keys
Our music motif, for accents.
Sound wave
Music, motion, energy.
Sasha Eha
Tozi Hawoo®
The phraseTozi Hawoo®
Our signature, set in Fraunces italic.
08
Photography
Real people, real moments. Warm, human, and documentary, never staged or stocky.
Faces, hands, and voices show real human connection.
Diverse people, cultures, and generations together.
Music in action: stages, studios, choirs, communities.
Warm tones for color; timeless black & white for performance.
09
Voice & tone
We speak the way the music feels, warm, sincere, and welcoming. We lift up; we never lecture.
Hopeful
Forward-looking and uplifting, even on hard subjects.
Sincere
Plain, heartfelt words. No hype, no jargon.
Inclusive
For everyone, across nation, faith, and language.
Human
Personal and dignified, we honor every person.
We say
- “Join us on a shared road to peace.”
- “Change hearts, measure by measure.”
- “One song the whole world can sing.”
- “Be the ray of hope for others.”
We avoid
- Political or divisive framing.
- Corporate buzzwords and hype.
- Pity, fear, or guilt as motivators.
- Talking down or preaching.
10
Brand in use
A few ways the system comes together across touchpoints.
Social avatar, symbol on teal
info@destinationpeace.org · Peace… measure by measure.Business card, reversed lockup
Buttons, terracotta & outline