GR604 Student Project / NASRF Visual Development Guide

VISUAL DEVELOPMENT GUIDE

VISUAL DEVELOPMENT GUIDE

In this phase, we took a look at our new mission statement, the history of the brand and its new direction, and identified our audience, and we developed a new logo and wordmark to represent the new brand look and feel. This process was lengthy, and there are many iterations where we went back to the drawing board over and over again until we arrived at a visual solution that would work best to represent the brand.

THE REBRANDING OF PLANNED PARENTHOOD

VISUAL DEVELOPMENT GUIDE

TABLE OF CONTENTS

01 Brand history

04 keywords and key phrases

05 VISUALLY SIMILAR logos

10 Round one sketches

14 round two sketches

18 round three sketches

22 round four sketches

30 round five sketches

34 round six sketches

48 final logo

New York Urban League endorses Margaret Sanger's new Harlem clinic

Maternal Health Center opened in Milwaukee, which later becomes Planned Parenthood of Wisconsin

Congress enacts Title X of the Public Health Service Act and makes contraceptives available regardless of income

Congress enacts Hyde Amendment to prohibit use of federal Medicaid funds for abortions for poor women

Teen Peer Counseling program initiated Congress mandates insurance coverage of prenatal care and delivery

America’s first birth control clinic opens

Sanger founds American Birth Control League and Birth Control Clinical Research Bureau, which later become Planned Parenthood Federation of America

"Every child a wanted child."

1960–1970

FDA approves birth control pill

Griswold v Connecticut Supreme Court decision removes laws prohibiting use of contraceptives by married couples

Alex Mooney goes to school for the first time

1980–1990

Ronald Reagan elected, is the first U.S. president to strongly and openly oppose abortion 1981 Congress passed chastity education programs instead of effective comprehensive sex education programs

Gag Rule denies U.S. family planning funds to any overseas organizations that offer counseling about abortion or abortion referrals (Planned Parenthood refuses to comply resulting in defunding)

Anti-family planning groups launch “Year of Pain and Fear” and firebomb, vandalize, assault, and make death threats to family planning and abortion providers and centers

PPWI establishes AIDS Outreach Program to provide HIV/AIDS prevention information and to distribute condoms to prostitutes, IV drug-users and their partners, and the homeless to stop the spread of infection

Education Department at PPWI publishes “New Vision” a culturally sensitive curriculum from AfricanAmerican and Hispanic youth – one of the first in the country

First

hormonal birth control (1960)

Pregnancy tests become available over-the-counter.

PPWI initiates abortion services

Bill Clinton elected president, the first pro-choice president in 12 years, and repeals Title X Gag Rule, Global Gag Rule, and two federal abortion bans

Affordable Care Act becomes law. Birth control is covered by health insurance without co-pays or deductibles.

Supreme Court strikes down Texas law (HB2), protecting women's constitutional right to abortion.

First Planned Parenthood affiliates in California to begin offering genderaffirming hormone care to the transgender community. Hormone therapy is one of the many ways transgender, gender non-conforming, and non-binary people can transition medically, in addition to transitioning socially, legally, or some combination of the three; and some transgender people may choose not to transition at all. We began offering this service at Planned Parenthood Pasadena and San Gabriel Valley because we know that our patients, staff, supporters, and community members aren’t comprised of any one identity and we are a trusted community healthcare provider for all.

Planned Parenthood of Wisconsin 80th anniversary

Planned Parenthood Federation of American 100th anniversary

PWI establishes Outcare health center to serve LGBTQ youth

FDA approves mifepristone (formerly RU-486) for medication abortion use (morning after pill)

President Bush signs into law abortion ban criminalizing abortion

March for Women’s Lives, the largest, most diverse pro-choice demonstration in history on the National Mall in Washington, DC

First Planned Parenthood affiliate began providing hormone replacement therapy (HRT) for transgender patients.

Barack Obama elected President and makes clear his support of health care for women and their families, and overturned Global Gag Rule.

Roe vs. Wade overturned

50th Anniversary of Roe vs. Wade

In light of recent political movements, Planned Parenthood repositions itself based on its new brand mission and strategy and rebrands itself with a new name: "National Alliance of Sexual and Reproductive Freedom (NASRF)."

KEY WORDS/PHRASES

Agency Reproductive Freedom

Every person should have complete agency to make choices around what is right for their own body, regardless of their gender identity, relationship status, or current health condition.

Education Education and Advocacy

Age-appropriate access to information and education

Progress

Forward thinking, advancement, and progress

This would include unrestricted access to all choices related to sexual and reproductive wellness for all bodies no matter what.

VISUALLY SIMILAR LOGOS

VISUALLY SIMILAR LOGOS: BUTTERFLY

Microsoft Network, redesigned to use the butterfly in 2000, after a series of revisions:

A shoe company, claiming that you will be "walking on air."

CBC Television is a Canadian English-language broadcast television network owned by the Canadian Broadcasting Corporation, the national public broadcaster. The "Butterfly" logo was designed for the CBC by Hubert Tison in 1966 to mark the network's progressing transition from black-andwhite to colour television, much in the manner of the NBC peacock logo and was used from 1966-1974.

Benchmade Knife Company sells high-performance Everyday Carry (EDC), Hunt, Rescue, Tactical, Outdoor, and Survival knives and other cutlery.

NOTE: This logo is the closest one that looks like the one currently in development for NASRF.

The global 0G Network, powered by Sigfox 0G technology, is a low power wide area network (LPWAN) dedicated to Massive IoT. It is designed to connect devices securely at low cost in the most energy-efficient way. Even though this French company has the word fox in the name, their logo shows a butterfly.

VISUALLY SIMILAR LOGOS: HUMMINGBIRD

"Colibri" is the spanish word for Hummingbird. This is a healthcare company that trains and empowers licensed healthcare professionals with the knowledge they need to succeed.

A Southern California Real Estate Licensing and testing school near Los Angeles.

PAPYRUS (all caps) is a brand name originated by a former American stationery and greeting card retailer that at one time operated over 450 stores throughout the United States and Canada. "Legends say that hummingbirds float free of time, carrying our hopes for love, joy, and celebration. Their delicate grace reminds us that life is beautiful and full of meaning—which is why we honor the hummingbird in every Papyrus gold seal.

The Vertical Flight Society, previously known as the American Helicopter Society, is the world's only international technical society for engineers, scientists and others working to advance vertical flight technology.

Hummingbird Hills is a boutique husband-and-wife-operated winery in upstate New York.

Colibri of London, est. 1928, is a maker of smoking accessories and luxury goods, well known for their cigarette lighters in the 20th century.

Dragonfly is one of the fastest growing, next generation of video production companies in London, UK.

Dragonfly Commerce is a venture-backed business run by versatile pros who've founded and managed global operations, dynamic startups.

This version of a dragonfly is closest to the version being workshopped at NASRF.

Dragonfly Energy is a leader in lithium-ion deep cycle batteries, making renewable energy accessible and affordable

DRAGONFLY Therapeutics invents novel therapies that harness the body’s immune system, for vastly improved Patient Outcomes.

Geopolitical and security intelligence for the world’s leading organisations. The use of the dragonfly eyes is very clever, but more aimed at intelligence than flight.

ROUND ONE INITIAL (VERY) ROUGH SKETCHES

ORIGINAL PLANNED PARENTHOOD SKETCHES

This was the original round of ROUGH sketches done to address the new branding of Planned Parenthood, while it kept the original name from 1916. These sketches addressed a combination of the various camps that were considered initially, primarily looking at using the "PP" initials of the brand, and looks that would define concepts such as onward, forward thinking, protection and shields, keeping doors open, preserving the idea of choice and options.

INITIAL PROCESS WORK - WRITING KEY WORDS Initial rough sketches - round one

This is where the start of changing the name began

ROUND TWO STARTING FROM SCRATCH WITH NEW NAME

In this module, we started from scratch, with renaming the brand from Planned Parenthood to something broader and more inclusive, now calling it "NASRF," The National Alliance of Sexual and Reproductive Freedom. While the acronym does not provide a cute or easily spoken word, the phrase is far more inclusive and representative of what the brand mission provides and for which is stands.

Within these directions we looked at three camps, which were Freedom, Education, and Progress.

Round Two: NASRF initial ROUGH sketches - round one for NASRF

Round Two: NASRF initial ROUGH sketches - round one for NASRF

Round Two: NASRF initial ROUGH sketches - round one for NASRF

ROUND THREE SOME REFINED SKETCHES AND SOME COMPUTER COMPS

This was actually a combination of round two and round three, since we started fresh with a new name in round two, and had to have a new start. The new acronym, NASRF, and its mission, stands for the inclusion of wellness and agency for all bodies, regardless of any identification, such as age, gender identity, race, sexual preference, or other.

In this round we explored three main concepts: the dragonfly, which symbolizes change, transformation, adaptability, and self-realization; the hummbingbird, which stands for intelligence, beauty, devotion, and love. The hummingbird is also territorial, protecting its space, much like NASRF stands to protect bodies and rights. And lastly, the butterfly, which represents hope, rebirth, strength, and sustaining endurance.

Round Three: NASRF more sketches - ROUND TWO for NASRF

Narrowing it down: Bird or Butterfly would work best

ALLIANCE FOR SEXUAL AND REPRODUCTIVE FREEDOM

ALLIANCE FOR SEXUAL AND REPRODUCTIVE FREEDOM

ROUND FOUR NARROWING IT DOWN

In this module we narrowed the direction into one of two directions:

1. The free bird, representing freedom and choice

2. The butterfly, signifying hope, strength, rebirth, and endurance.

SKETCHES: LETTERS

Some experimentation with collaging the letters. Not the best, but added it to the process to show the thinking.

R4 REFINED SKETCHES: BUTTERFLY

DIGITAL SKETCHES: BUTTERFLY

Last module the feedback was to stick to either butterfly or bird, some kind of winged creature would work best. These pages are ideas for butterflies, and on page 114 are bird concepts. These are the digital sketches.

I don't think the square ones at the bottom work as well as some of the others, but I included them as part of the process. They look too much like gifts or presents.

Round Four: NASRF more sketches - ROUND THREE for NASRF

DIGITAL SKETCHES: BUTTERFLY

Round Four: NASRF more sketches - ROUND THREE for NASRF

R4 SKETCHES - BIRD

R4 DIGITAL SKETCHES: BIRDS/ HUMMINGBIRDS

Hummingbirds are fiercely territorial, so they would be an accurate representation of preserving the territory of an organization. The other birds are more abstract iterations to mold together the concept of a bird along with either a check mark (which would indicate a positive vote for the company) or a forward arrow, indicating forward progression and flight at the same time.

Words representing birds:

Freedom

FREE

Liberated

Avian

Flight

Winged Release

Uncaged

Sovereign Agency

Empowered

Chirp

Hatch

ROUND FIVE BACK TO SKETCHING

NARSF with Star (Estrella in Spanish) vs. Butterfly (Mariposa in Spanish)

ROUND SIX GETTING CLOSER

NARSF Butterfly (Mariposa in Spanish)

SOME MORE DIGITAL EXPERIMENTATION

NATIONAL ALLIANCE FOR SEXUAL AND REPRODUCTIVE FREEDOM

NATIONAL ALLIANCE FOR SEXUAL AND REPRODUCTIVE FREEDOM

NATIONAL ALLIANCE FOR SEXUAL AND REPRODUCTIVE FREEDOM

NATIONAL ALLIANCE FOR SEXUAL AND REPRODUCTIVE FREEDOM

NATIONAL ALLIANCE FOR SEXUAL AND REPRODUCTIVE FREEDOM

NATIONAL ALLIANCE FOR SEXUAL AND REPRODUCTIVE FREEDOM

NATIONAL ALLIANCE FOR SEXUAL AND REPRODUCTIVE FREEDOM

REVISITING THE BIRD LOGO

some attempts at abstract birds

NATIONAL ALLIANCE FOR SEXUAL AND REPRODUCTIVE FREEDOM

NATIONAL ALLIANCE FOR SEXUAL AND REPRODUCTIVE FREEDOM

NATIONAL ALLIANCE FOR SEXUAL AND REPRODUCTIVE FREEDOM national alliance for sexual and reproductive freedom

NATIONAL ALLIANCE FOR SEXUAL AND REPRODUCTIVE FREEDOM

NATIONAL ALLIANCE FOR SEXUAL AND REPRODUCTIVE FREEDOM

Getting closer. The top left of this page has the most possibility and will be developed. The swoop has potential, but the butterfly looks too much like a bow, and the look is too frivolous for the brand, which has more gravitas

Too many periods. Pun intended.

NATIONAL ALLIANCE FOR SEXUAL AND REPRODUCTIVE FREEDOM

NATIONAL ALLIANCE FOR SEXUAL AND REPRODUCTIVE FREEDOM

NATIONAL ALLIANCE FOR SEXUAL AND REPRODUCTIVE FREEDOM

NATIONAL ALLIANCE FOR SEXUAL AND REPRODUCTIVE FREEDOM

NATIONAL ALLIANCE FOR SEXUAL AND REPRODUCTIVE FREEDOM

NATIONAL ALLIANCE FOR SEXUAL AND REPRODUCTIVE FREEDOM

NATIONAL ALLIANCE FOR SEXUAL AND REPRODUCTIVE FREEDOM

NATIONAL ALLIANCE FOR SEXUAL AND REPRODUCTIVE FREEDOM

Started with this butterfly. Too busy, too many colors, and too cluttered - won't reproduce well at small sizes

Three color but still too small and detailed to reproduce well at small sizes

These were some experiments with the butterfly and typeface extenders, but in the end it was decided that a cleaner, more geometric mark was going to be more successful.

N ATIONAL ALLIANC E FOR SE XUAL AND REPRODUCTIVE F REEDOM

N ATIONAL ALLIANC E FOR SEX UAL AN D REPRODUCTIVE F REEDOM

N ATIONAL ALLIANC E FOR SE XUAL AND REPRODUCTIVE F REEDOM

N ATIONAL ALLIANC E FOR SE XUAL AND REPRODUCTIVE F REEDOM

N ATIONAL ALLIANC E FOR SE XUAL AND REPRODUCTIVE F REEDOM

Three slightly different versions, all simplified:

Looks too much like a spider

Too much like a bow

Dots are too small, won't work at small sizes

Too much like a bow

Best one. Center has three sections to define the body of the butterfly, and the three parts represent the three parts of the brand: Agency, Education, and Progress.

Some semi final layouts for the logo, wordmark, and signature.

N AT IO NA L ALL I A N C E

F OR SE X UA L A ND

RE P R O DU C TIV E F R EE D O M

N AT IO NA L ALL I A N C E

F OR SE X UA L A ND

RE P R O DU C TIV E F R EE D O M

N AT IO NA L ALL I A N C E

F OR SE X UA L A ND

RE P R O DU C TIV E F R EE D O M

The butterfly represents a diverse population, intersectionality, and transformation. The line represents connecting the dots between needs, services and people. The dot represents the power of agency for the individual, separate, but connected to the whole.

However, the line is somewhat distracting, and the connection doesn't have to be quite so visible. The connection can be inferred, rather than obvious and given.

In experimenting with typefaces, the bolder, narrower typeface works better, and allows more butterfly to show, so that the butterfly doesn't disappear at small sizes.

These work best. The top one is working the best with the clear, easy to see butterfly, and the narrower type which will work better in different usages.

FINAL LOGO

SOURCES

Planned Parenthood

https://www.plannedparenthood.org/planned-parenthood-wisconsin/inc/aboutus/80yearsppwi/planned-parenthood-historical-timeline

Sanger Papers

https://sangerpapers.wordpress.com/2010/10/26/sangers-first-clinic/ National Institute of Health

https://history.nih.gov/display/history/Pregnancy+Test+-+A+Thin+Blue+Line+The+History+of+t he+Pregnancy+Test

Wikipedia

https://en.wikipedia.org/wiki/Planned_Parenthood

The Grist online

https://grist.org/article/transgender-rights-climate-intersectionality/

The New Yorker

https://www.newyorker.com/news/our-columnists/ the-lgbtq-rights-movement-wins-its-biggest-supreme-court-victory

The Guardian

https://www.theguardian.com/society/2023/jan/24/ trans-rights-in-scotland-and-a-constitutional-clash

The Harvard Crimson

https://www.thecrimson.com/article/2018/10/31/-trans-rights-rally-photoessay/

Images:

Adobe Stock

Pexels

Shutterstock

FreePik

THANKS FOR VIEWING.

The next and final book of this rebranding project is the Visual Standards Guide, where we view the standards for the logo and all of its parameters, as well as the business system, the chart, and the brand extensions list to see the future opportunities of the brand.