Making Democracy Work Better

Democracy Fund


Democracy Fund is a bipartisan foundation established by eBay founder and philanthropist Pierre Omidyar to help ensure that the American people come first in our democracy. After three years of being incubated within the Omidyar Network, Democracy Fund became an independent foundation in 2014—requiring a visual identity and core messaging that reflect both boldness and humility, approach and values, roles and vision.


Williams Group conducted an in-depth branding workshop, research on the field and peer organizations, and an extensive, iterative exploration of logo design and brand identity. Focusing on the complex tensions at work in our democracy as well as the bridge-building role that Democracy Fund plays, the team honed in on a logo inspired by the connective arcs of systems maps—referencing forward motion, the ups and downs of democracy, and the balance and interaction of political ideals. Wg then applied the logo across a full brand identity system, including stationery, collateral, social media and environmental signage.

To help Democracy Fund differentiate itself within the political landscape and establish its role as a convener, we engaged staff, grantees and peer funders to develop a hierarchy of messages to be applied across the website, program materials and even office space.



Democracy Fund is a distinct and highly respected player within the political landscape that has developed deep connections to peers, influencers and change agents on both sides of the aisle.