Rebranding for the CityMatCH program was a collaborative effort. Red Orange helped facilitate creative briefs through conference calls with the program’s leaders in different states across the U.S. to develop a brand that would communicate effectively what the organization offered to the community. As leaders in public health, the group described themselves as a culture of fun, energetic professionals whose focus was on research in maternal and child health. We collected descriptive keywords such as “innovative”, “evidence” and “leadership” to help inspire and embody the new logo. The old logo incorporated a cityscape so they wanted to incorporate a cityscape again so the new logo was still recognizable to their affiliates, but they needed a fresh visual take on a cityscape. Their old color scheme was solely blue and black. We added a vibrant green and also added a gradient and an arch to the overall scheme to give the logo movement. Because the name of the organization did not immediately tell someone what the organization offered, it was important that imagery of children and a mother-figure was incorporated into the new logo. A tagline was also added to further describe the organization’s purpose. As with any branding package, Red Orange included several file types and various layouts for the logo, along with a Branding Style Book to describe the parameters of usage for each varitaion. For example, when the logo is placed on a printed piece at less than 1.5 inches wide, a logo layout where the tagline is enlarged and on two lines was to be used (otherwise the text would be tagline would be too small to read).
After completing a successful new logo and branding style guide for the organization, Red Orange designed a Powerpoint Template, business card and stationary.