Little City Logo Refresh 2011

2011 Little City Logo Refresh Tina Maraccini Lisa Hoffmann Dana Rice

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Goals      

Refresh the strong and well-recognized Little City brand for 2011 and beyond.

Preserve keyy elements of the existingg logo. g Place emphasis on the individual.

Strengthen “Little City” and decrease presence of “Foundation.”

Communicate some of Little City’s core values and “culture.”

Incorporate characteristics desired of our public image: • • • • • • •

Fresher More Current C tting Edge Cutting-Edge Forward Thinking Friendly Open p Promoting independence

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Steps 1.

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Establishment of Goals Prioritization of Key Messages & Logo Elements Identification d of All Communications Channels/Marketing / g Materials/Platforms / Impacted Brainstorming Research   

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Study of Popular Logo Redesigns Competitive Online Research Intercept Surveys

Analysis y of Results Development of Hundreds of Trials Semi-Finalists (Marketing & Communications Team) Finalists (Executive Leadership) Final Choice (High-Level Donors & Key Executives) Announcement & Implementation (Various PR & Marketing Tactics)

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Key Messages          

Little City serves people.

It does not builds houses; it is not Habitat for Humanity.

Little City does not solely provide temporary/permanent residence.

“Little City Foundation” is our name but we are not what you typically think of when yyou read or hear “foundation.”

Little City celebrates diversity.

Little City serves both children and adults.

Little City serves a large population (children) with autism. autism Little City is a friendly and warm place.

Little City is a professional organization.

Little City is current and up-to-date with research, services, etc.

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Logo Inventory/Audit

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Competitive Research        

Misericordia (Heart of Mercy) Trinity Services Clearbrook Lambs Farm Northpointe Resources Reso rces Autism Speaks Autism Societyy Seguin Services

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Competitive Research 1.

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Have you heard of Little City Foundation and do you know what it does?

Can you point out the Little City logo?

Which logo appeals to you the most?

Which logos do you recognize?

What kind of companies/agencies / do you think these are?

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Research Results

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Hundreds of Logo Trials

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Hundreds of Logo Trials

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Semi-Finalists

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Finalists

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Finalists

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Finalists

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Finalists

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Voting: High-Level Executives/Donors

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Feedback: High-Level Executives/Donors “I like them all…number 2 with the lower case is [my] favorite ” favorite.”

– Randy Lewis, Senior Vice President of Supply Chain and Logistics, Walgreens

“Briefly, I prefer option 2 in the upper right. These are very good explorations of design. In reality, this is much more than a logo, or visual mark, but truly a “signature image” for Little City.”

– Andrew Stein, Chief Operating Officer & Executive Vice President, VisTracks, Inc.

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Feedback: High-Level Executives/Donors

“II like the new Iogo and feel it is a significant improvement over the current logo. Thanks for valuing my opinion…I don’t think you can go wrong with any of these.”

- Mark D. O'Brien, Vice President, Travelers Insurance

“For me, without question, I preferred #4. It is crisp, clean and imprints on the mind…” - Donor

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Feedback: High-Level Executives/Donors “I never appreciated how much goes into the design of a logo Version 4 is more pleasing to my eye logo…Version eye.””

-Joel M. Friedman, Horwood Marcus & Berk Chtd.

“I personally liked Version 2- lower case, for the reasons articulated in your emailemail overall best appeal and representation of the organization.”

- Mark R. Faber, President & CEO, CM Packaging Group, Inc.

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Reasoning: the Individual 

Emphasis on the individual. While Little City offers residential services, the focus of its therapeutic, person-centered programs and services is always on the individual. individual • Logo places the individual outside of the house and the i di id l is individual i not “contained” “ i d” in i the h house. h • House is thinner and less p prominent and in the “background” g of the individual—not battling with the individual for prominence.

• Distinguishes us from the Habitat for Humanity logo.

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Reasoning: Empowerment & Community 

Shape of the individual (stick figure) depicts greater empowerment, independence, stability and joy.

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New logo includes 2 individuals illustrating 2 distinct operating units in Little City City’ss Strategic Plan: (a) ChildBridge Services (b) LifePath Adult Services

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Community

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Reasoning: Diversity & Autism 

Use of 2 colors for the individuals: • Child is blue • Adult is green

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Celebrating diversity: di ersit age, age ethnicity, ethnicit disability disabilit

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Blue represents p autism • 80% of children at Little City are on the autism spectrum.

• Core initiative is Children’s Village initiative-designed specifically ifi ll for f children hild on the th spectrum. t

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Reasoning: House & Fonts     

Softer and less rigid edges signifies a friendlier environment versus a structure that seems more solid and institutionalized.

Serif, lower-case font is welcoming, relatable, warm, comforting and engaging while still maintaining a level of professionalism.

Simplistic in their elegance and timeless. timeless Highest “readability.”

Greater emphasis on “Little City” and less emphasis on “Foundation” helping to show that Little City functions as a service provider and not an organization that offers grants, like most foundations.

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Reasoning: Colors Green • Well-known to be associated with Little City.

• Meanings/Associations: g Crisp, p Environmental, Fresh, Harmony, y Health, Healing, Inexperience, Money, Nature, Renewal and Tranquility.

• Represents life and renewal.

• Restful and soothing color.

• You can often find it used in companies that want to portray themselves as eco-friendly.  Blue • Associated with Autism.

• Meanings/Associations: / Authority, Calm, Confidence, Dignity, Established, Loyalty, Power, Success, Secure and Trustworthy • Calming and can stir up images of authority, success and security. peoplee ca can say they likee at least east one o e shade of o blue. b ue.

• Most peop • It is probably the most popular color in logo design and can be seen extensively in government, medical and fortune 500 company logos. 

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Final Choice

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Thank you. you

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Little City Foundation 1760 W. Algonquin Road Palatine,, Illinois 60067 P: 847-358-5510 www.littlecity.org

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