Peninsula Community Development Corp.- Before
by Jeff Fisher, Engineer of Creative Identity
Jeff Fisher LogoMotives

Background:

Originally the Portsmouth Community Redevelopment Corporation, a nonprofit housing organization, was very simply identified with a low-resolution illustrative treatment of the acronym PCRC, in a formation suggesting the roofline of a home. The type associated with the logo was never consistent. However, the font Optima was used quite often.

BEFORE:

AFTER:

With a change to the name Peninsula Community Redevelopment Corporation, the organization wanted a new identity, but wanted to retain some element of the old image. The previous icon was tucked into the “roofline” of an illustration of a house and the font most often used for the text was retained.

Another name change, to the Peninsula Community Development Corporation, resulted in another logo update, and a change of the colors to be used by the organization.

Alina's Feedback:

Looking at the original PCRC logo, I would not have realized that it was shaped to represent a house roofline. There wasn't any indication of what the corporation did, and just having the acronym only adds to the confusion. Jeff's solution provides more information about the corporation in a logo that is easy to apply to a number of applications.