Tina Maraccini

2011 Little City Logo Refresh

Lisa HoffmannDana Rice

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Goals

Refresh the strong and well-recognized Little City brand for 2011 and beyond.

Preserve key elements of the existing logo. y g g Place emphasis on the individual. Strengthen “Little City” and decrease presence of “Foundation.” Communicate some of Little City’s core values and “culture.” Incorporate characteristics desired of our public image:

• Fresher• More Current • C tting Edge• Cutting-Edge• Forward Thinking• Friendly• Openp• Promoting independence

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Steps

1. Establishment of Goals2. Prioritization of Key Messages & Logo Elements3. Identification of All Communications Channels/Marketing Materials/Platforms d / g /

Impacted4. Brainstorming5. Research

Study of Popular Logo Redesigns Competitive Online Research Intercept Surveys

6. Analysis of Resultsy7. Development of Hundreds of Trials 8. Semi-Finalists (Marketing & Communications Team)9. Finalists (Executive Leadership)10. Final Choice (High-Level Donors & Key Executives)11. Announcement & Implementation (Various PR & Marketing Tactics)

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Key Messages

Little City serves people. It does not builds houses; it is not Habitat for Humanity. Little City does not solely provide temporary/permanent residence. “Little City Foundation” is our name but we are not what you typically

think of when you read or hear “foundation.”y Little City celebrates diversity. Little City serves both children and adults. Little City serves a large population (children) with autism Little City serves a large population (children) with autism. Little City is a friendly and warm place. Little City is a professional organization. Little City is current and up-to-date with research, services, etc.

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Logo Inventory/Audit

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Competitive Research

Misericordia (Heart of Mercy) Trinity Services Clearbrook Lambs Farm Northpointe Reso rces Northpointe Resources Autism Speaks Autism Societyy Seguin Services

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Competitive Research

1. Have you heard of Little City Foundation and do you know what it does?

2 Can you point out the Little City logo?2. Can you point out the Little City logo?

3. Which logo appeals to you the most?4. Which logos do you recognize?

/5. What kind of companies/agencies do you think these are?

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Research Results

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Hundreds of Logo Trials

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Hundreds of Logo Trials

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Semi-Finalists

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Finalists

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Finalists

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Finalists

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Finalists

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Voting: High-Level Executives/Donors

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Feedback: High-Level Executives/Donors

“I like them all…number 2 with the lower case is [my] favorite ”favorite.”

– Randy Lewis, Senior Vice President of Supply Chain and Logistics, Walgreens

“Briefly, I prefer option 2 in the upper right. These are very good explorations of design. In reality, this is much more thangood explorations of design. In reality, this is much more than a logo, or visual mark, but truly a “signature image” for Little City.”

– Andrew Stein, Chief Operating Officer & Executive Vice President, VisTracks, Inc.

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Feedback: High-Level Executives/Donors

“I like the new Iogo and feel it is a significant improvementI like the new Iogo and feel it is a significant improvement over the current logo. Thanks for valuing my opinion…I don’t think you can go wrong with any of these.”

- Mark D. O'Brien, Vice President, Travelers Insurance

“For me, without question, I preferred #4. It is crisp, clean and imprints on the mind…” - Donor

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Feedback: High-Level Executives/Donors

“I never appreciated how much goes into the design of a logo Version 4 is more pleasing to my eye ”logo…Version 4 is more pleasing to my eye.”

-Joel M. Friedman, Horwood Marcus & Berk Chtd.

“I personally liked Version 2- lower case, for the reasons articulated in your email- overall best appeal andarticulated in your email overall best appeal and representation of the organization.”

- Mark R. Faber, President & CEO, CM Packaging Group, Inc.

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Reasoning: the Individual

Emphasis on the individual. While Little City offers residential services, the focus of its therapeutic, person-centered programs and services is always on the individualand services is always on the individual.

• Logo places the individual outside of the house and the i di id l i “ i d” i h hindividual is not “contained” in the house.

• House is thinner and less prominent and in the “background” p gof the individual—not battling with the individual for prominence.

• Distinguishes us from the Habitat for Humanity logo.

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Reasoning: Empowerment & Community

Shape of the individual (stick figure) depicts greater empowerment, independence, stability and joy.

New logo includes 2 individuals illustrating 2 distinct operating units in Little City’s Strategic Plan:units in Little City s Strategic Plan:

(a) ChildBridge Services (b) LifePath Adult Services

Community

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Reasoning: Diversity & Autism

Use of 2 colors for the individuals: • Child is blue • Adult is green

Celebrating di ersit age ethnicit disabilit Celebrating diversity: age, ethnicity, disability

Blue represents autismp• 80% of children at Little City are on the autism spectrum.• Core initiative is Children’s Village initiative-designed

ifi ll f hild th tspecifically for children on the spectrum.

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Reasoning: House & Fonts

Softer and less rigid edges signifies a friendlier environment versus a structure that seems more solid and institutionalized.

Serif, lower-case font is welcoming, relatable, warm, comforting and engaging while still maintaining a level of professionalism.

Simplistic in their elegance and timeless Simplistic in their elegance and timeless. Highest “readability.” Greater emphasis on “Little City” and less emphasis on

“Foundation” helping to show that Little City functions as a service provider and not an organization that offers grants, like most foundations.

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Reasoning: Colors

Green• Well-known to be associated with Little City. • Meanings/Associations: Crisp, Environmental, Fresh, Harmony, g p y

Health, Healing, Inexperience, Money, Nature, Renewal and Tranquility.• Represents life and renewal. • Restful and soothing color. • You can often find it used in companies that want to portray• You can often find it used in companies that want to portray

themselves as eco-friendly. Blue

• Associated with Autism./• Meanings/Associations: Authority, Calm, Confidence, Dignity,

Established, Loyalty, Power, Success, Secure and Trustworthy• Calming and can stir up images of authority, success and security. • Most people can say they like at least one shade of blue. Most peop e ca say they e at east o e shade o b ue.• It is probably the most popular color in logo design and can be seen

extensively in government, medical and fortune 500 company logos.

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Final Choice

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Thank youThank you.

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Little City Foundation1760 W. Algonquin RoadPalatine, Illinois 60067,

P: 847-358-5510www.littlecity.org

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