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.
Why is brand identity important?
A strong brand identity makes you stand out from others, makes it easy for people to recognize you, and builds trust. It shows what you stand for, what you’re trying to do, and how you’re going about that in a way that connects with your community.
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 do I choose the right brand strategy consultant for my business?
Choosing the right brand strategy consultant is an important part of shaping your brand’s image and reputation. Take time to look at a potential consultant or agency’s past work by looking at their portfolio. Then, set up an initial meeting to ask questions and determine if their brand strategy process fits your needs, values, budget, and goals.
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.
Can you work with our existing brand guidelines?
Absolutely! We tend to work within existing brand guidelines. This helps ensure your materials feel like an extension of your brand.