After being hired by NTFB, RSW did a thorough audit of all communications to see what was working and what was not. This included an evaluation of print and electronic communications, wayfinding, truck signage, and more.
Before making recommendations, RSW also examined the equity of the existing brand identity. For example, we concluded that the wheat stalk illustration, though stylistically outdated, clearly communicated the company’s mission to “passionately pursue a hunger-free community.” We also concluded that the color orange had a distinctive flair in the non-profit marketplace.
In addition to the identity, the signature look was applied to the new NTFB website and the holiday awareness campaign, also developed by RSW.
The newly updated identity includes a redesigned wheat stalk, an upward arrow that is cleverly incorporated into a logo representing the “north” in North Texas Food Bank, and a customized font.
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.