A Simple Gesture Brand Evolution
A Simple Gesture
A Simple Gesture’s success as a hunger relief program was constrained by a brand identity that felt familiar but didn’t represent its expansion of services and community partners.
Use the green bag model and expand the identity so that it could be more versatile in programs that include local retail food networks. Also, integrate a tagline that captures the purpose.
The logo incorporates the green bag while using an arrow to illustrate the program’s role in transporting unused food from one table to another. The tagline cleverly elevates its purpose to “move hunger off the table.”
AWARD RECOGNITIONS
Generated as a grassroots identity that blossomed with community adoption, the original logo had several phases of its existence - all of which suggested their work was a food bank, which it isn’t. To get past this, we focused on the movement of food (echoed in the tagline) to ensure clarity about ASG’s commitment to taking food that would be unused and getting it to tables that need it.
Is there a difference between print and digital design?
Put simply, print design is collateral design, meant for physical assets, while digital design is for electronic dissemination. Beyond that, there are differences in the designs we create for each channel. Considerations like text size, colors, and readability vary across formats.
How do I know if I need brand strategy consulting?
Some signs that you need brand strategy consulting include:
- Inconsistent or unclear brand messaging
- Declining clientele or customer engagement
- Perceived lack of differentiation from competitors
- Confusion over target audience
- Low brand awareness
- Outdated brand identity
- Negative public perception
- Lack of brand advocacy
How do I measure the success of my awareness campaign?
Success varies based on your goals for the campaign. At the beginning of our collaboration, we will define our shared metrics of success. This can include anything from uptake of a hashtag to signups for your event! We set up digital awareness campaigns to be trackable—that way, we can collect analytics that evaluate campaign success to inform your future strategy.
How does brand identity design differ from brand strategy?
Brand identity design is the visual and creative expression of a broader brand strategy: it’s establishing how your brand looks. While brand strategy defines what your brand’s values, target audience, and market position are, brand identity design translates those elements into a visual language using elements like logos, color schemes, and typography.
What kind of print and digital design do you offer?
Our team is composed of skilled designers, copywriters, and developers, meaning we can offer a range of design services! Most commonly, we offer custom brochure design services and promotional materials, annual report designs, marketing collateral design, brand design, environmental design, designs signage, and social media designs. Get in touch and let’s talk about your project!