First, the new identity includes a signature look. In addition to an updated, more legible typeface design, an arrow is cleverly incorporated into the base of the wheat stalk symbol to represent ongoing improvement and growth, as well as the “north” in “North Texas Food Bank.”
By keeping the wheat stalk and the color scheme, the identity maintains some of the existing brand equity. It’s also easier to use. With the orange box shape removed, there are now two design options available: a vertical arrangement, or “staging,” and a horizontal one. The wheat stalk and the typography are also much easier to see at smaller sizes.
A brand style guide, easily accessible online, provides a roadmap for applying the new identity to communications. A simple, bold graphic style builds on the look of the new identity, and has been applied to donor and partner communications, truck graphics, website and mobile communications, and social media. Because orange has been associated with NTFB for some time, most of the new brand applications use it as a dominant color.
NTFB’s new look was introduced as part of their annual awareness and fundraising holiday campaign. Based on donor research, the campaign follows the food bank’s previous strategy in that it shared stories of hunger from the community. The stories, however, were delivered in a new, more modern package. More concise language, portraits of people in orange hues, and the new identity created a powerful message on billboards and other media.
The new identity easily works in different applications. A comprehensive style guide was also developed, allowing NTFB to maintain control of the identity with a minimum of effort, without losing its integrity.
With almost 800,000 hungry people in North Texas, NTFB has to constantly think about what they are going to do tomorrow. Now, they have a brand that reflects their forward-thinking approach, and they hope it inspires more people to join their fight against hunger.