New Year, New Image: Anatomy of a Rebrand
Non-profit Center for Positive Prevention Alternatives, Inc. came to Think Marketing looking for help developing a new brand image to reposition itself. Selecting the new name Family and Youth Services of San Joaquin County set the tone for the new image they wanted to put forward - a professional, services organization with multiple programs for youths and families alike and also provided them a with a catchy acronym that reflected their brand orientation of helping people through and into new phases of their lives, FAYS (pronounced just like "phase!") Their current logo (a puppet) was not able to reflect the positive approach their programs take, so we set forth to develop a new visual identity that would help them achieve the approachable, professional look they desired.
Although we developed multiple concepts to present, the following is a peak into the creative development of the selected logo. The goal was to provide a logo that would accurately portray the tone of the new FAYS brand and represent their work in the community. Here’s a visual sampling of the before and after brand ID:
Thanks for sharing Think Marketing’s creative process of developing a new logo for FAYS. It’s interesting to see how the original logo was the exact opposite of what this agency probably would want to convey - pulling strings and being in control of someone’s life - very strong negative undertones. It’s fascinating how you were able to get a new visual tone with the new logo that represents the power of people working together to bring positive change and growth. Great work!!
Posted by Bob Lemmons on 01/12 at 09:28 AM