GR604 Student Project-Boys & Girls Clubs of America — Presentation

BGCA REBRANDING

BGCA REBRANDING

Boys & Girls Clubs of America Rebranding

BGCA REBRANDING

BRAND CONCEPT

BRAND CONCEPT

BGCA REBRANDING

Brand Overview For more than a century, Boys & Girls Clubs have helped put young people on the path to great futures. We do whatever it takes to ensure all kids have a great future.

Beginning

Changes in 1990

In 1860, the roots of what would eventually evolve into the Boys & Girls Clubs of America were planted in Hartford, Connecticut. Four visionary women—Mary Goodwin, Alice Goodwin, Elizabeth Hammersley, and Louisa Bushnell— embarked on a transformative journey. Fueled by the belief that young boys, left to wander the streets, deserved a more constructive alternative, they laid the groundwork for the inaugural Club. Built on the foundational principle of character development, the Club meticulously channeled the boys' interests, cultivated improved behavior, and kindled their personal ambitions.

From these modest beginnings, a profound mission emerged. In a significant stride toward inclusivity, the national organization took a historic step in 1990 by officially adopting the name "Boys & Girls Clubs of America," signifying an unwavering commitment to both genders. This pivotal moment reverberated in the halls of Congress, leading to the amendment and renewal of the charter to align with this new vision.

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BRAND CONCEPT

BRAND CONCEPT

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Timeline

In 1906, several Boys Clubs decided to affiliate. The Federated Boys Clubs in Boston was formed with 53 member organizations – this marked the start of a nationwide Movement and our national organization.

1860

2006 marked the Centennial year of Boys & Girls Clubs of America, as we celebrated 100 years of providing hope and opportunity to young people across the country.

In 1956, Boys Clubs of America celebrated its 50th anniversary and received a U.S. Congressional Charter.

1931

1974

1990

1956

1906

BGCA celebrates its 150th anniversary.

2010 2006

As of 2010, there are over 4,000 autonomous local clubs, which are affiliates of the national organization.

The first Boys Club is established in Hartford, Connecticut. The organization's initial goal is to provide a positive alternative to the streets for boys during a time of rapid urbanization and social change.

In 1931, the Boys Club Federation of America became Boys Clubs of America.

BGCA changes its name to Boys Clubs of America and Girls Clubs of America, signaling its commitment to serving both boys and girls.

To recognize the fact that girls are a part of our cause, the national organization's name was changed to Boys & Girls Clubs of America in 1990.

Accordingly, Congress amended and renewed our charter.

Today 2013

The new Boys & Girls Clubs of America will not only focus on kids, but also on all American Youth.

We will empower young people, encourage them to be innovative, positive and responsible, ensuring next generation can realize their full potential and contribute meaningfully to society.

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BGCA REBRANDING

BRAND CONCEPT

Brand Soul Be Innovative, positive and responsible to manage your own life.

Keywords Innovative

Positive

Responsible

Innovative Minds

Positive Attitude

Responsible Citizen

We will nurture the next generation of innovators by providing skill-building opportunities, fostering creativity, and encouraging innovation to address societal issues.

We will be dedicated to promoting the positive and healthy mind of young individuals by offering programs that inspire active lifestyles, mental resilience, and holistic development.

We will encouraging youth to actively engage in their communities, fostering a spirit of responsibility, and instilling a lifelong commitment to making a positive impact on society.

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nd a le p o e p g n u o y r e w o p m Our mission is to e sitive o p , e v ti a v o n in e b to m e to encourage th nsure the e n a c e w t a th o s , le ib s n and respo otential p ll fu ir e th e z li a re n a c n next generatio iety. c o s to y ll fu g in n a e m te u and contrib

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Target Audience A Innovative Ideas

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A college student who wants to find a good job

"I want to learn some useful working skills so that I can find a good job after graduation."

B Positive Growth C Responsible Thoughts Jamila James / 23 / Living in Atalanta / Student

A Jamila majors in Cinema and Television. She wants to be more creative so that she can improve the quality of her scripts and films.

A Jamila wants to make more friends by attending events.

She is struggling with writing scripts because of a lack of life experience and stories.

B Jamila likes learning more skills because it can fulfill her dream of being a good scriptwriter and director.

B Jamila likes learning more about job-seeking skills so she can find a good job after graduation.

C Jamila hopes she can be a responsible film industry worker so that the audience can enjoy great films.

C Jamila hopes that one day she can go back to her hometown to teach some kids for free so that she can give back something to her community.

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BGCA REBRANDING

Brand Visualization Current

Future

The original Boys & Girls Clubs of America were more focused on children. In terms of color, they chose a calm blue. In terms of service content and style, they tend to take care of children's clothing, food, daily life, protect their safety, and enrich their extracurricular activities.

In the future, the new Boys & Girls Clubs of America will not only focus on kids, but also on all American youth. We pick fresh green as our main color to show the energy and creative minds from young generation. We empower youth to be innovative, positive and responsible by various outdoor events and skill training courses.

BOYS & GIRLS CLUBS OF AMERICA

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BGCA REBRANDING

Logo Sketches: Round 1 Three Keywords

Innovative | Creating new ideas

Positive | Being positive while facing difficulties

Responsible | Making right decision and contributing to the society meaningfully

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Logo Sketches: Round 2 Explore More

Final 10 Rough Sketches

Final 10 Digital Sketches

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Logo Sketches: Round 3 Final Logos & Color Testing

Final 4 logos

Color Testing

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The New Logo The Boys & Girls Clubs of America's new logo is a symbolic representation featuring a fan with six distinct pieces surrounded by six dots. This emblem encapsulates the spirit of collaboration and unity among young individuals.

Our aspiration is for American youth to foster mutual assistance and collective improvement.

The color palette chosen for this logo comprises dark brown, fresh green, and warm red. The dark brown symbolizes the organization's enduring history and steadfast foundation. Fresh green embodies the vibrant and dynamic energy of the youth, while warm red signifies the integration of innovative technologies, positive attitudes, and a sense of responsibility inherent in the growth journey of young individuals. As we work together, support each other, and embrace a culture of innovation, positivity, and responsibility, we aim to collectively progress towards a brighter future.

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BGCA REBRANDING

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Logo Anatomy The anatomy of the logo distinctly reveals its components, comprising three integral parts: the Symbol, Acronym wordmark, and Full-Name wordmark. The height of the Full-Name wordmark is precisely measured at "x".

The creation of the new logo commences with a 14x14 rectangular matrix. At its midpoint, a 12x12 square is drawn.

Following this, a 9x9 circle and an 8x8 circle are added, ensuring that the latter intersects the second point of the top line of the 12x12 square and the center of the square. The 8x8 circle should also cross the third point of the top line of the 12x12 square, resulting in the formation of one petal. This petal shape is then rotated 60 degrees six times to complete a full 360-degree shape.

To refine the design, an additional 8x8 circle is drawn at the center of the matrix. Six middle points between each petal are identified, and from these points, six 1/5 x 1/5 circles are meticulously drawn, using the middle points as the centers of these circles.

Acronym Wordmark

2/5 X 1/2 X

1/3 X X Symbol

Full-name Wordmark

12X

3/2 X

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BGCA REBRANDING

Alternative Logos Three alternative versions of this logo are available.

Designers can select the most suitable one based on space constraints and specific requirements for various deliverables or events.

Symbol + Acronym Wordmark

Acronym Wordmark Original Logo

Acronym Wordmarks + Full Wordmark

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BGCA REBRANDING

Logo Size Chart The size standards chart requires the maximum size and the minimum size.

For the Primary BGCA logo, the minimum size is 1.5inch.

For the Secondary BGCA logos, the minimum size is 1.5 inch.

Logo 2 Inch

For the Symbol, the maximum size is 1.5inch, the minimum size is 0.5 inch.

For the wordmark, the maximum size is 1.5inch, the minimum size is 0.5inch.

When the deliverables are small, like postcards, bussiness cards, or stickers, symbol and wordmarks can be a better choice for designers.

1.5 Inch

In addition, if Boys&Girls Clubs of America cooperate with other brands, designer must use the primary BGCA logo.

1 Inch

0.5 Inch

Symbol

Wordmarks

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Color Palette The color palette chosen for this logo comprises dark brown, fresh green, and warm red. The dark brown symbolizes the organization's enduring history and steadfast foundation. Fresh green embodies the vibrant and dynamic energy of the youth, while warm red signifies the integration of innovative technologies, positive attitudes, and a sense of responsibility inherent in the growth journey of young individuals. As we work together, support each other, and embrace a culture of innovation, positivity, and responsibility, we aim to collectively progress towards a brighter future.

The following are approved system colors. Those colors can be used while designing deliverables. However, the designer cannot change the color of logo.

Warm Red

Fresh Green Dark Brown

Dark Brown

RGB 54 182 168

RGB 68 57 49

CMYK 71 8 42 0

CMYK 71 72 76 41

HEX #5fb3a8

HEX #443931

PMS 3252 C

PMS 412 C

RGB 229 228 226

RGB 169 217 243

CMYK 12 10 11 0

CMYK 31 68 50 0

HEX #e5e4e2

HEX #c16c6c

PMS Cool Gray 1 C

PMS 2031 C

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BGCA REBRANDING

Typography BAHNSCHRIFT

ANODINA

Bahnschrift is mostly used as title or subtitle of deliverales. It's easy to be rememberd and has a strong personality and style.

Anodina is mostly used as text or small titles of deliverales. It's easy to be read and has a strong personality and style.

SemiComdensed

Light

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 01234567890 !@#$%^&*()

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 01234567890 !@#$%^&*()

SemiBold SemiCondensed

Regular

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 01234567890 !@#$%^&*()

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 01234567890 !@#$%^&*()

Bold Condensed

Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 01234567890 !@#$%^&*()

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 01234567890 !@#$%^&*()

BGCA REBRANDING

BGCA REBRANDING

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Explore The New Brand Universe

Products

Environment

01

Boys & Girls Journal

02

Boys & Girls Children's Watch

01

Boys & Girls Kids Donation

02

Boys & Girls Volunteers

01

Boys & Girls Healthy Habits

02

Boys & Girls DIY Stem

01

Boys & Girls Skills Training Courses

02

Boys & Girls Job Fair

03

Boys & Girls Power Hour

01

Boys & Girls Art Festival

02

Boys & Girls NBA & WNBA Basketball Camp

03

Boys & Girls Big Think Speech

01

Boys & Girls Mental Health Consultant

02

Boys & Girls Law Aid Center

03

Boys & Girls Daycare Center

01

Boys & Girls Sports Week

02

Boys & Girls Summer Camp

03

Boys & Girls Book Exhibition

ED 02

Innovative

Responsible

PR 02 CO 01 EX 02

ED 01 ED 03 EX 01 CO 02 CO 03

PR 01 SE 01 SE 02 SE 03 EN 01 EN 02 EV 01 EV 02 EV 03

Experience

Education

Co-branding

Positive

Services

Events Innovative

Positive

Responsible

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Innovative Products

02

Boys & Girls Children's Watch

Experience

02

Boys & Girls DIY Stem

Education

01

Boys & Girls Skills Training Courses

02

Boys & Girls Job Fair

03

Boys & Girls Power Hour

01

Boys & Girls Art Festival

02

Boys & Girls NBA & WNBA Basketball Camp

03

Boys & Girls Big Think Speech

ED 02

Innovative

PR 02 CO 01 EX 02

ED 01 ED 03 EX 01 CO 02 CO 03

Co-branding

Innovative

Positive

Responsible

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Innovative

02

Boys & Girls DIY Stem

A program about scientific experiments and knowledges.

Science is everywhere. DIY Stem enables young people to learn more scientific knowledge through easy and fun courses, hands-on participation in scientific experiments, and the inventing process of scientific small products.

Mission Focus The Boys & Girls Clubs of America reinforces our mission of empowering young people, encouraging them to be innovative, positive and responsible, ensuring they can realize their full potentials and contribute meaningfully to society by helping youth to improve scientific literacy.

Similarity LEGO Hands-On STEM / STEM Robotics For Kids Differentiation Our program is not about boring teaching, but about enabling young people to better learn scientific knowledge in their daily lives through various experiments and practical activities.

Links To Boys & Girls Skills Training Courses

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Positive

Products

Environment

Experience

PR 02 CO 01 EX 02

ED 01 ED 03 EX 01 CO 02 CO 03

PR 01 SE 01 SE 02 SE 03 EN 01 EN 02 EV 01 EV 02 EV 03

Education

Co-branding

Positive

Services

Events Innovative

Positive

Responsible

01

Boys & Girls Journal

02

Boys & Girls Children's Watch

01

Boys & Girls Kids Donation

02

Boys & Girls Volunteers

01

Boys & Girls Healthy Habits

02

Boys & Girls DIY Stem

01

Boys & Girls Skills Training Courses

03

Boys & Girls Power Hour

01

Boys & Girls Art Festival

02

Boys & Girls NBA & WNBA Basketball Camp

03

Boys & Girls Big Think Speech

01

Boys & Girls Mental Health Consultant

02

Boys & Girls Law Aid Center

03

Boys & Girls Daycare Center

01

Boys & Girls Sports Week

02

Boys & Girls Summer Camp

03

Boys & Girls Book Exhibition

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Positive 02

Boys & Girls NBA & WNBA Basketball Camp

An 1-month camp that cooperates with famous players.

We will collaborate with some famous NBA and WNBA players to teach basketball skills to young people. Youth can learn innovative skills from the highest level players. At the same time, they will make friends there, learn how to work as a team by using communication and social skills.

Mission Focus The Boys & Girls Clubs of America reinforces our mission of empowering young people, encouraging them to be innovative, positive and responsible, ensuring they can realize their full potentials and contribute meaningfully to society by encouraging youth to participate in team oriented activities and learn new skills from experts.

Similarity Hooked on Hoops / Triple Threat Academy Differentiation We will provide more resources than regular basketball camps, including healthy food, comfortable dormitories, emergency care services, etc. We will take care of all young people and ensure that everyone is safe and healthy.

Links To Boys & Girls Skills Training Courses Boys & Girls Sports Week

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Responsible

Products

01

Boys & Girls Journal

Environment

01

Boys & Girls Kids Donation

02

Boys & Girls Volunteers

Experience

01

Boys & Girls Healthy Habits

Education

01

Boys & Girls Skills Training Courses

02

Boys & Girls Job Fair

03

Boys & Girls Power Hour

02

Boys & Girls NBA & WNBA Basketball Camp

03

Boys & Girls Big Think Speech

01

Boys & Girls Mental Health Consultant

02

Boys & Girls Law Aid Center

03

Boys & Girls Daycare Center

01

Boys & Girls Sports Week

02

Boys & Girls Summer Camp

03

Boys & Girls Book Exhibition

ED 02

Responsible ED 01 ED 03 EX 01 CO 02 CO 03

PR 01 SE 01 SE 02 SE 03 EN 01 EN 02 EV 01 EV 02 EV 03

Co-branding

Services

Events Innovative

Positive

Responsible

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Responsible

02

Boys & Girls Volunteers

An organization that invites youth to help community.

The organization encourages young people to care for the place and environment where they grow up. We will organize young people to distribute free food and daily necessities to impoverished residents in the community.

Mission Focus The Boys & Girls Clubs of America reinforces our mission of empowering young people, encouraging them to be innovative, positive and responsible, ensuring they can realize their full potentials and contribute meaningfully to society by guiding youth to be volunteers to help needed people in community.

Similarity Our Sansar Children Charity / Catholic Charities / VolunteerMatch / Love Volunteers Differentiation Our volunteer organization mainly recruits young people. We hope to enable young people to have their own independent thinking about social phenomena and use their own hands to help their communities become better.

Links To Boys & Girls Kids Donation Boys & Girls Children's Watch

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Website: Homepage Empowering youth empoweringyouth.net

Homepage Brand Mission Brand Values (Three Keywords) Brand Future Brand Guidelines

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Website: Core Page Empowering youth https://www.empoweringyouth.net/empoweringyouth

Core Page Brand Overview Brand History New Identity Business Stationery Explore The New Brand Universe

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Website: Innovative Page Innovative https://www.empoweringyouth.net/innovative

Innovative Page Innovative Explore The Innovative Future 3 deliverables

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Website: Positive Page Innovative https://www.empoweringyouth.net/positive

Innovative Page Positive Explore The Positive Future 3 deliverables

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Website: Responsible Page Responsible https://www.empoweringyouth.net/positive

Responsible Responsible Explore The Responsible Future 3 deliverables

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Brand Guidelines Visual Strategy Guide

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Brand Guidelines Visual Development Guide

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Brand Guidelines Visual Standards Guide

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Thank you!