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.
BGCA REBRANDING
BRAND CONCEPT
BRAND CONCEPT
BGCA REBRANDING
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.
BGCA REBRANDING
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.
BGCA REBRANDING
BGCA REBRANDING
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
BGCA REBRANDING
Target Audience A Innovative Ideas
BGCA REBRANDING
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.
BGCA REBRANDING
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
BGCA REBRANDING
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
BGCA REBRANDING
BGCA REBRANDING
Logo Sketches: Round 2 Explore More
Final 10 Rough Sketches
Final 10 Digital Sketches
BGCA REBRANDING
BGCA REBRANDING
Logo Sketches: Round 3 Final Logos & Color Testing
Final 4 logos
Color Testing
BGCA REBRANDING
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.
BGCA REBRANDING
BGCA REBRANDING
BGCA REBRANDING
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
BGCA REBRANDING
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
BGCA REBRANDING
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
BGCA REBRANDING
BGCA REBRANDING
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
BGCA REBRANDING
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
BGCA REBRANDING
BGCA REBRANDING
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
BGCA REBRANDING
BGCA REBRANDING
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
BGCA REBRANDING
BGCA REBRANDING
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
BGCA REBRANDING
BGCA REBRANDING
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
BGCA REBRANDING
BGCA REBRANDING
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
BGCA REBRANDING
BGCA REBRANDING
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
BGCA REBRANDING
BGCA REBRANDING
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
BGCA REBRANDING
Website: Homepage Empowering youth empoweringyouth.net
Homepage Brand Mission Brand Values (Three Keywords) Brand Future Brand Guidelines
BGCA REBRANDING
BGCA REBRANDING
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
BGCA REBRANDING
BGCA REBRANDING
Website: Innovative Page Innovative https://www.empoweringyouth.net/innovative
Innovative Page Innovative Explore The Innovative Future 3 deliverables
BGCA REBRANDING
BGCA REBRANDING
Website: Positive Page Innovative https://www.empoweringyouth.net/positive
Innovative Page Positive Explore The Positive Future 3 deliverables
BGCA REBRANDING
BGCA REBRANDING
Website: Responsible Page Responsible https://www.empoweringyouth.net/positive
Responsible Responsible Explore The Responsible Future 3 deliverables
BGCA REBRANDING
BGCA REBRANDING
Brand Guidelines Visual Strategy Guide
BGCA REBRANDING
BGCA REBRANDING
Brand Guidelines Visual Development Guide
BGCA REBRANDING
BGCA REBRANDING
Brand Guidelines Visual Standards Guide
BGCA REBRANDING
BGCA REBRANDING
BGCA REBRANDING
Thank you!