The original A Place Called Home logo is a complicated illustration that tries to swiftly telegraph the variety of activities, classes, events it offers kids and their families; the boot-strapping optimism; and uniquely holistic and energetic approach to ministering to the community as a haven and home — a lot to pack into one poor little logo. When scaled for different applications (i.e. business card, favicon), it became unrecognizable and illegible due to the varied color palette, the name’s relative size, and effects.
We looked to other real world visual identities (i.e. Unilever current logo and Kenya Hara’s logo proposal for the 2008 Beijing Olympics) to guide the logo exploration. In both cases, these marks incorporate a myriad of symbols into one easily recognizable icon, making it easy read at any size.Using the “whole made of many parts” strategy, we created an iconic mark for APCH that integrated meaningful symbols of the kinetic, childlike, playful energy of APCH’s mission and daily life.
A Place Called Home is a dynamic, non-profit youth center in South Central Los Angeles that provides educational programs, counseling, mentoring, music, dance and art classes, and fitness opportunities. Their goal is to increase the likelihood that youth will stay in school, pursue higher education, attain viable jobs, and become active citizens capable of making positive change in the world in which they live. Barry Deck Group proposed a brand relaunch without sacrificing any of the messaging contained in their existing identity. Taking inspiration from APCH’s architecture and building color, we developed an elastic and ownable brand identity that reflects the organizations’s kinetic distinctiveness and deep community ties.
Client: A Place Called Home
Skills: Concept | Brand Strategy | Writing | Visual Design | Brand Guidelines | Digital Design