SECOND HARVEST FOOD BANK
- GREAT TIME FOR A REBRAND -
Second Harvest Food Bank of East Central Indiana, a proud member of Feeding America, had recently found themselves in the midst of a merger with another local not-for-profit, TeamWork for Quality Living. With two companies combining forces to fight poverty, a strong effort was made to ensure a focus would be placed on the brand to help reflect not only the previous missions but also the new mission and goals of this new entity.
Any rebrand approach for a company is an interesting task, but when you combine companies and rebrand them together it becomes an entirely different challenge. We knew right away that Second Harvest was ready for a fresh look. They needed an identity that veered from the established brand but would continue to represent the company as a “food bank.” Something that would do all of this while being flexible enough so that they could expand and utilize the additional programs and services they now offered.
So What Makes A Good Logo?
In a perfect world, a logo should stand out and be recognizable amongst the visual clutter of other brands. The last thing a company wants is to be confused with someone else’s because it’s brand isn’t distinct enough to separate it from other similar organizations in the same market.
A logo should be usable both in terms of its visual shape and in terms of its application. For example, a very long logo would be hard to use within a narrow layout or design. Similarly, if a logo was designed with a lot of details or small intricacies, how well does that art scale if it were shrunk down to fit into a profile image for social media or even as a favicon for a website?
To launch the new brand and get it out in front of its target audience, Second Harvest also introduced a brand new website that we were proud to design and develop for them. The website includes photography and a color scheme that compliments the new brand, along with an easy to use WordPress back-end that the staff at Second Harvest is able to use on a regular basis to keep pages updated.