Logo Redesign Sends The Right Message
BY CHRISTINE MERSCH
International non-profit group Habitat for Humanity International has rehabilitated more than 150,000 houses, sheltering more than 625,000 people in approximately 3,000 communities. The Cincinnati (CHFH) division recently built its 100th house. But that wasn't the only cause for celebration: The division also unveiled a new logo.
Gene Young, head of the CHFH PR committee, says the old logo was too busy. It emphasized five different principles of the group, which he says clouded the organization's mission instead of promoting it. The logo was green, black and white, though the colors often were distorted, depending on who used the logo and for what purpose. After five years, many CHFH members were calling for a redesign.
"I saw variations of that old logo in 16 different shades of green," Young says. "Revamping the logo was overdue. The new logo had to be consistent throughout the various mediums we needed. We were also looking for a design that reflected the organization's simplified, streamlined approach to building homes in partnership with people in need."
First, CHFH set guidelines for the logo, which would be used in different media such as newsprint, regional magazines, signs, billboards, fliers, hats and the internet. One of the organization's main goals was consistency, so it opted for a 2-color design. Other design criteria: avoid grayscale screens, make sure the logo read well when produced in different sizes, and make sure PMS color(s) had consistent CMYK output.
Once those ground rules were in place, CHFH asked Cincinnati-based design firm The Creative Department to produce a logo pro bono. CHFH, like all Habitat affiliates, is funded with tax-deductible gifts and no-interest loans from individuals, churches, community groups, businesses, foundations and others.
Consistency is Key
The Creative Department agreed and presented one design in different font sizes and colors. Young says that having one strong design was better than having too many options because CHFH Executive Director Susan Schiller and 20 board members had to approve the look. The new logo includes a house "hugged" by a red heart that takes the form of arms. The slogan, "Building Homes Out of Love" appears beneath the house and CHFH's full name.
Once everyone agreed on the new logo's design, one employee was put in charge of distributing the logo to maintain its consistency. Jan Craig, CHFC business manager, keeps a digital copy of the logo on her computer and distributes it when necessary. Craig sends the logo to members when they need it for publication, and sends it to a printing company for production of CHFH hats or shirts. CHFH unveiled the logo in June 2003, and has sold logo-imprinted merchandise at sites throughout Cincinnati. The group plans to launch an online media kit, which will include a PDF file of the logo along with guidelines to use it to ensure consistency.
"It's always amazing how some companies take liberties with the name and identifying logo and trademarks," Young says. "We're trying to build a consistent, recognizable brand, and that means we must maintain the proper look and make certain it's not used differently in every application." CHFC created a graphic standards guide for the logo to ensure consistency. The guide explains how the logo can appear in specific sizes, colors and locations depending on its use.
Cincinnati Habitat for Humanity unveiled a new logo when the affiliate built its 100th house last year. The group wanted the logo to evoke the organization's simplified, streamlined approach to building homes for people in need.
"We're trying to build a consistent, recognizable brand, and that means we must maintain the proper look and make certain it's not used differently in every application."
Gene Young, Head of PR Committee
Cincinnati Habitat for Humanity, Cincinnati
