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Ethical Design Co.

Ethical Design Co.

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Fairground

Selected pages from Fairground’s mini style guide, displaying the brand’s logomark, colour palette, brand typefaces and typography rules on a deep teal background.

February 10, 2025 By Caitlin Jordan

Fairground, formerly known as Barlow Impact Group (B.I.G.) is an Australian philanthropic organisation based in Melbourne, dedicated to funding structural social change and environmental sustainability initiatives.

Fairground traces its roots to the Barlow Foundation, established in 2014 with a $20 million seed fund from Beverley Barlow. A lifelong advocate for hard work, generosity and social impact, Bev’s legacy continues to shape the organisation today.

Their work challenges traditional philanthropy models, ensuring funds are directed toward high-impact initiatives that create lasting systemic change.

Explore the current B.I.G. website for more information.

←Atticus Medical
Brand guidelines development
Icon design
Logo design
Secondary branding
Stationery design
Fairground full logo on a light beige background, featuring a bold, modern sans-serif font in dark teal with a custom 'F' mark integrated into the logomark.
Fairground 'F' icon in white on teal and black circular backgrounds, shown without text for flexible branding.
Fairground brand displayed on a digital tablet mockup, showing a clean website interface with teal and light beige sections, the Fairground logo, an ocean-themed banner, and the text: “100% of our capital is committed to promoting structural social and environmental change.”
Custom icon set by Fairground on a dark teal background, featuring abstract geometric shapes like hearts, leaves and arrows in gold, each integrated with a white equal sign to represent fairness and equity.
Fairground full logo in white on a black background, featuring a bold, modern sans-serif font in dark teal with a custom 'F' mark integrated into the logomark.
Custom Fairground icons on a light beige background, featuring gold-coloured geometric shapes such as currency symbols, leaves and directional arrows, each paired with a dark teal equal sign to reinforce equity and mission-led values.

The brief

With a new name and refined mission, Fairground required a modern and meaningful visual identity to communicate their values effectively. The branding needed to feel bold yet welcoming, conveying professionalism while staying accessible and human-centred. Our goal was to craft a distinctive and flexible brand identity that reflects their commitment to impact-driven philanthropy – ensuring credibility with funders and partners while remaining adaptable for future growth.

As part of Fairground’s branding package, we worked on:

  • Logo design: A clean, all-caps wordmark with an equal sign incorporated into the “F”, symbolising Fairground’s commitment to fairness and equity.
  • Typography and colour palette: Development of new brands fonts (featuring Brandon Grotesque and Wigrum), paired with a modern, sophisticated colour palette of rich black, deep teal and warm gold.
  • Custom icon set: Abstract, geometric icons featuring the equal sign, reinforcing the theme of equity, fairness and mission-focused philanthropy.
  • Mini style guide: A concise reference document outlining logo usage, colour rules, and typography guidance for consistent brand application.
  • Branded email signatures: A professional and easy-to-use design for internal and external communications.
  • Basic letterhead: A practical Word template for everyday use.

This cohesive brand identity ensures Fairground maintains consistency across digital and print applications, helping them communicate their work with clarity and confidence.

“Thank you for bringing our vision to life so well and for all your fantastic work on the Fairground rebrand!” – Téa McKenna, Grants Manager, Fairground

Cover and contents page of Fairground’s mini style guide, designed by Ethical Design Co., on a soft photographic background featuring hands and natural texture.
Selected pages from Fairground’s mini style guide, displaying the brand’s logo variations, colour palette, typefaces and typography rules on a deep teal background.
Fairground letterhead design shown on a light beige background patterned with gold and teal custom icons, each featuring an equal sign to represent fairness and equity.

How is this ethical?

Fairground pioneered a new model of giving in Asia-Pacific region, directing 100% of capital toward initiatives that drive social justice, equality, and environmental sustainability. While their work has always focused on systemic change, they are now increasing their commitment to environmental funding, ensuring their impact addresses both social and ecological challenges in response to the current climate crisis.

By fostering innovative solutions to pressing global issues, Fairground is creating lasting change and ensuring equal opportunity for all.

At Ethical Design Co., we are proud to support purpose-driven organisations like Fairground in developing strong and memorable brand identities.

See for yourself…

  • Selected pages from Fairground’s mini style guide, displaying the brand’s logomark, colour palette, brand typefaces and typography rules on a deep teal background. Fairground
  • Colour mockup Atticus Medical's redesigned homepage by EDCo., showcasing 'Medicines for good' and 'Therapeutic focus' sections for equitable healthcare. Atticus Medical
  • Brotherhood of St. Laurence (BSL) 2023 Annual Report website home page - Full colour mockup on a light grey background, displayed on a laptop. Brotherhood of St. Laurence
  • Medicines Development for Global Health
  • EnergyHub HubSummit 2022 factoid posters mockup depicted in a real-life setting with posters on a cement wall, showcasing key metrics including a Net Promoter Score of 68 for the EnergyHub EV program and a 300% increase in BYOT DR program enrollments. EnergyHub
  • Full colour mockup of the Space Capital website on a white background, showcasing the homepage and a promotional page for 'The Space Economy' book by Chad Anderson, displayed on a light background, appearing as if on a tablet screen. Space Capital

Browse all case studies

Let’s get started

Are you ready to start a design project or interested in a project estimate or proposal? Please contact us here and Caitlin will get back to you within 48 hours.

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