Outside In was referred to us by one of their board members after the nonprofit had unsuccessfully attempted a logo redesign with multiple designers. After looking over the historic design attempts and asking a few critical questions it became very clear that the biggest difficulty was that the organization’s target audience had changed and the new logo ideas were based on aesthetic, not strategic, change.
The organization’s old 80s-era logo, in addition to being outdated, was targeted more to Outside In’s clientele—homeless youth on the street. The new brand effort needed to focus on the nonprofit’s new target audiences: donors, granting organizations, and the community at large.
The end product was a brand that was not only what we wanted, but what we needed to move our organization forward.
Development & Communications Director
Some brief strategic discussions formed a target for the new logo, aligning a new brand around Outside In’s value proposition to the community. In addition to clearer, cleaner typography, a new mark was developed that spoke to the transformative effect and environment of growth, support, and opportunity that is the organization’s hallmark. The four leaves have multiple significance; representing the stages of outreach, engagement, transition, and self-sufficiency; but also the multi-prong approach Outside In employs to align diverse services such as housing, medical care, education, and employment. The final figurative leaf implies success and represents Outside In’s very real outcomes: 80% of youth going through their transitional housing program never return to the streets.
In addition to the new logo, we fleshed out the brand identity by helping the organization evaluate new tagline options that had been generated internally; designed a fresh, high-impact stationery set; made recommendations on a standardized corporate typeface for consistency; and developed a graphic standards guide that Outside In could use internally and provide to vendor partners to maintain focus and consistency in signage and advertising application.