Whitinger Strategic Services Develops Brand for Bridges Community Services

- April 16, 2020 -

Whitinger Strategic Services recently assisted Bridges Community Services with a refreshed brand through the implementation of a new, modernized logo. Bridges is a Muncie-based organization that works with low income individuals and families experiencing homelessness to provide immediate, emergency, and long-term housing solutions that are tailored to fit the unique needs of our clients.

Creative Director Lucas Tetrault took the lead in designing a logo that represented Bridges and the work they do by creating a mark that is a simple combination of the letters “B”, “C”, and “S”. All three letters complement one another with the curves that are found in each character. Knowing that many people refer to Bridges Community Services as “the Hub” (a place where people collectively gather), the combination of the letters together utilizing the common shape of each creates a cohesive mark to represent that idea of a “collective community”. The mark also incorporates some distressing, symbolizing hardship, imperfections, and struggle. Lastly, the design is complemented with a warm red tone to help give that sense of “service” that people would identify with and be pulled to easily.


“When listening to the leadership of Bridges talk about their service to the community, we wanted to incorporate small pieces of their story into their brand,” stated Tetrault. “This new logo ties in elements of hardship and the warmth of service and community that we hope will serve them well for many years to come.”