Organizations can generate newfound energy by refreshing their identity to communicate current-day relevance while honoring heritage.
Retaining the brand's evocative "life bridges" icon, the update communicated the organization's purpose, adopted the field's emerging blue-and-green color palette, and dropped the softness of serif and italics in favor of a more confident, modern tone.
For the sponsorship agency's 15th anniversary, the original dual-purpose icon (Hollywood-style spotlights forming two P's) was simplified while the type was strengthened by eliminating initial caps and unnecessary tracking and horizontal scaling.
The launch of the John Brockington Foundation's initiative originally adopted an name and acronym ("WILD") that did not match well with a campaign led by women. The new name aligned with the fusion of living donor and recipient, while the refined mark more elegantly evoked the female form.