The Perpetual Housing Fund offers a more sustainable, equitable approach to affordable housing. By building high-quality multifamily properties and allocating the majority of all proceeds and equity to building residents, PHF’s affordable housing provides its tenants with a pathway toward increased financial stability and generational wealth-building. We built the PHF brand to appeal to institutional investors, state, local, and federal officials, and, most importantly, potential tenants. An expanse of brand colors and a solid typographic foundation give PHF the flexibility to communicate effectively with various stakeholders and audiences. The pathway motif, meanwhile—as articulated by the PHF logo and corresponding brand graphics—ties all assets together under PHF’s core mission of providing housing that funds futures.