Background:
The Situation
When you start seeing several versions of your logo floating around your office
and on your website, it's a clear sign that something is wrong! Either no
one likes it and keeps trying to "fix" it or there are no company
standards for the identity system. The end result is the same. It gives the
impression of a confused, unfocused group of people with no clear direction.
That was the dilemma facing VolunteerLEON. The original
logo was created for the website and then re-purposed for
print. Because of it's format, resizing
and re-coloring were difficult and time consuming with unreliable results.
It always had to be printed as a four-color process file, which was considerably
more costly than a one, two or three color file in the correct format would
have been.
The Solution
Research existing logos and marks of other volunteer organizations and re-design
the logo for print and then re-purpose it for the web.
Now in a perfect world, I would have chosen to do a complete
re-design to better reflect the organization and appeal to
it's 90% women based audience, but
this was an ASAP project and I took that request seriously. Four original
concepts and several revisions later, a decision was made.
The original typeface was redrawn in an illustration program
to provide a connection to the original logo. The star indicates
that VolunteerLEON is located in
the state capital and that every volunteer is a star. Unnecessary drop shadows
and letter outlines were eliminated to provide a logo suitable for every
purpose from black and white newsprint to full color billboards. A three
color version was provided as requested by the organization, although it
works just as well in one or two colors if the need to be more fiscally conservative
arises.
VolunteerLEON has recently instituted the use of it's new
identity. The logo appeared in the local daily newspaper
in conjunction with their Make a Difference
initiative. Clean, clear, solid, distinctive, relevant, memorable and cost
effective.
Quality and longevity = good value. This logo should serve
them well for a good ten years.
Before:
See the AFTER results»
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