Our Logo Design Process

7/29/2019 Our Logo Design Process

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i n t r o d u c i n g a n e wg r a n d r a p i d s c o m m u n i t y

f o u n d a t i o n l o g o

The new Grand Rapids Community Foundation logoreects the input o nearly 30 people connected with

the Community Foundationsta, grantees, donors,

Trustees and community leaders who took part in

a variety o ormal and inormal meetings. It was

designed by Frances Close o Plenty.

The prominent use o the word our was inormed

by the input rom the groups o people we met

with during the early stages o logo development.

It reects the deep community ownership and

inclusiveness o the Community Foundation.The our meant to show that all people can be

part o the Community Foundation, whether they

are well-recognized, emerging philanthropists

or just engaged Grand Rapidians. The groups

giving input thought the logo should evoke eelings

o energy, synergy, empowerment and the uture as

well as the Community Foundations legacy aspectstrustworthiness, integrity and stewardship.

These two themes were o primary interest in

the design thinking.

People told us they wanted to see a logo that was

more visual and is easily identifable with the

Community Foundation, the group also wanted

to see something that would stand out, be un,

gender neutral, resh, orward-thinking, and that

would show strength and confdence. We also wanted

a logo that put less emphasis on Grand Rapids andmore on Community and Foundation in the logotype,

as the organization serves all o Kent County.


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a g o o d l o g o i s d i s t i n c t i v e , a p p r o p r i a t e ,

p r a c t i c a l , g r a p h i c , a n d s i m p l e i n f o r m , a n d i t

c o n v e y s t h e o w n e r s i n t e n d e d m e s s a g e .

jac ob cas s


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g r a n d r a p i d s c o m m u n i t y f o u n d at i o n i s . . .


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c u r r e n t p e r c e p t i o n s

serving GR only

silent but signifcant

engaging and committed to ostering relationships

sense o legacy, stability, strength, nurturing, caring

really hip, relationship with younger audience

current

stable, enduring

relevant, movement building

apolitical

strengthen systems to support those vulnerable

looking at a variety

multiple ways to engage

quiet, humble, hardworking

keeping the bigger picture in mind

GRCF brings people in to help solve issue


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c o m m u n i t y p e r c e p t i o n s

may have not heard o GRCF

many do know now about GRCF, recently

the United Way o our community

exible, responsible

growth with GR, changed a lot

everyone can get involved, accessible

need to communicate more


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e v o l v i n g

designing or all sizes, ormats

structure, yet exible

be bold

community ftting together or greater good

more understanding about accessibility

showing inclusion

not a box

dynamic, uid, accessible

open to multiple color palette

do not change the name

big picture GR

how do we make people eel?

we are GR, disappointed i GR was dropped

communicate about servicing other areas

serve other areas, not just GR


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c u r r e n t b r a n d

collateral currently expressing brand

connecting shown visually

color, visuals evoking more o the brand

our community oundation, not the

reective o community

welcoming o everyone

approachable, accessible

willing to talk and communicate

intentional, trustworthiness proud o community, love the evolution

stand or all that we are proud about in GR


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a l o g o t a k e s t h o u g h t a n d c r e a t i v i t y, a n d m a n y

e l e m e n t s c o m b i n e t o m a k e a g o o d o n e .

ha rri son mcl eod


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p h a s e o n e s k e t c h e s

GR

CF


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ourcommunity

GRAND RAPIDS

FOUNDATION

I

I


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p h a s e t w o c o n c e p t s


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ourcommunity

GRAND RAPIDS

FOUNDATION

I

I

I

I

communityGRAND RAPIDS

FOUNDATION

our

ourcommuni

GRAND RAPIDS

FOUNDATI


FOUNDATION

our



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p h a s e t h r e e f i n a l t w o


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black & white, 1"2original size "

FOUNDATION

GRAND RAPIDSour

FOUNDATION

GRAND RAPIDSour

FOUNDATION

GRANDRAPIDSour

FOUNDATION

GRAND RAPIDSourFOUNDATION

GRANDRAPIDSour



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2original size " black & white, 1"



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a n d t h e w i n n e r i s . . .


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FOUNDATION

GRAND RAPIDS

community


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a b o u t t h e d e s i g n Comprised o fve main triangles, the new logo

embodies the idea that the Community Foundationis a multiaceted, energetic organization. As shapes

overlap and interact with each other in dierent ways,

they work in tandem to create a solid oundation

and base.

This interaction creates layers and a sense o energy

that mimics that o the Community Foundation.

Our community highlights inclusiveness, while

also acting as an element that intrigues and inspires,

as well as induces a sense o pride.

Colors and typography were careully chosen to

compose a bold, energetic and proessional mark.

The vibrant mixture o warm and cool colors evokes

a sense o richness and reshness, and the typeacescomplement each other and the acets. Upon

examining the typography, both Neutraace and

Freight came to the oreground or their classic and

ormal qualities that pair well with the overall mark.

Each element is designed to be a part o a exible

system, which will allow it to come to lie in new ways

over time.

f i n a l i z i n g c o l o r s t u d i e s


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f i n a l i z i n g c o l o r s t u d i e s


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f i n a l i z i n g t y p e s t u d i e s


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Vista Slab (modified)

Boton (original)

Geometric Slab

OUR

Egyptienne

OUR

Homestead

OUR

Clarendon

OUR

Archer

OUR

Calvert

OUR

Calvert

OUR

Saracen

Acropolis

Sentinel

Prelo Slab

Ziggurat

Sommet

Vista Slab Black

Sommet Slab Rounded

Sommet Slab



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foundation


our

foundation


our foundationcommunityGRAND RAPIDS

ourfoundationcommunityGRAND RAPIDS

our

foundation


Our foundationcommunityGRAND RAPIDS

foundation


Our Our



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COMMUNITYFOUNDATION

GRANDRAPIDS

FOUNDATION

GRAND RAPIDS

communityfoundation

GRANDRAPIDS

community

FOUNDATION

GRAND RAPIDS

community



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OUR

OUR

OUR

OUR

OUR



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FOUNDATION

GRAND RAPIDS

community

FOUNDATION

GRAND RAPIDS

communityFOUNDATION

GRAND RAPIDS

community

FOUNDATION

GRAND RAPIDS

communityOUR

f i n a l i z i n g c o l o r s c h e m e


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PMS

PMS 637 PMS 7416 PMS 1925 PMS 7455 PMS 216

60, 0, 6, 5CUSTOM CMYK 0, 69, 65, 0 0, 97, 60, 0 92, 65, 0, 0 0, 96, 26, 50

121, 187, 218RGB 214, 114, 92 204, 42, 82 58, 98, 170 119, 3, 67

CUSTOM CMYK PMS BRIDGEPMS


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health arts vibrant neighborhoods environment economic prosperity

FOUNDATION

GRAND RAPIDS

community


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OakesStreetSW Grand Rapids, Michigan grfoundation.org

DearJessica,

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Sincerely,

RobertaKing

VicePresident PR &Marketing

ROBERTAFKINGAPRVice President PR & Marketing

e:rkinggrfoundationorgp:ext Oakes Street SW

Grand Rapids, Michigan grfoundation.org

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OakesStreetSW Grand Rapids, Michigan grfoundation.orgOakesStrree


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n o o n e e v e r d i s c o v e r e d a n y t h i n g n e w b y

c o l o r i n g i n s i d e t h e l i n e s .

thomas vasquez


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FOUNDATION

GRAND RAPIDS

community

Our Logo Design Process

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