Developing DirectAid’s identity between the inspiring story and the great heritage
DirectAid appreciates the philanthropy of its donors, partners and friends throughout its journey since 1981 until this year (2021) to be completed 40 years of serving the poor and remote societies in Africa. In this regard, DirectAid launches its new developed identity to simplify its logo in order to be more expressive for DirectAid’s values of transparency and clarity. In addition, to support the continued expansion that DirectAid is witnessing at the present time. The new developed identity preserves the components of the previous logo includes (the sun – the earth – the manuscript spike).
DirectAid’s Story
Allah SWT says, “The example of those who spend their wealth in the way of Allah is like a seed [of grain] which grows seven spikes; in each spike is a hundred grains. And Allah multiplies [His reward] for whom He wills. And Allah is all-Encompassing and Knowing” (Albaqarah: 261). From such verse, the idea of Direct-Aid’s spike has arisen where a Kuwaiti woman called “Om Ali” approached the founder of DirectAid, Dr. Abdulrahman Alsumait to give a donate for building a Masjid in 1981, and Dr. Alsumait with a group of philanthropists suggested her to build a Masjid in Malawi because it is much needed there.
DirectAid’s Heritage
Such donation from this generous woman was considered the seed and the spike of good deeds for Africa. And Allah SWT has blessed this seed (the donation from Om Ali) to become an organized charity work called MALAWI MUSLIMS AGENCY and few years later the charity work expanded to many African countries and the name has been changed to AFRICA MUSLIMS AGENCY. Finally, in 1999 after a fruitful history and widespread of charity work in Africa the current name has been chosen to be “DirectAid”. Now in Jan – 2021, and after 40 years of the productive charity work, DirectAid decide to develop its identity so that it explains its inspiring story and great heritage.