Turning a New Leaf: A Brand Revival Journey for a Local Nonprofit

Understanding the brand

To begin, I collaborated with the founders of Pueblo Unido PDX (PU) to define the brand's desired essence. Our goal was to imbue PU with a professional aesthetic akin to contemporary non-profit organizations. Additionally, the brand needed to embody the values of diversity and inclusion, which are fundamental to PU's mission.

Choosing typography

In terms of typography, I prioritized clean, sharp, and professional typefaces suitable for both the website and logo. It was crucial that these fonts be readily available via Google Fonts, except for the distinctive logo font. This ensured accessibility for anyone working on public-facing digital content. The selected typefaces included Futura, Barlow, and the system default (Helvetica/Arial, depending on the OS).

Finding colors

Regarding color scheme, I opted for vibrant gradients alongside simpler hues for the majority of the branding. I assigned dark blue for buttons and backgrounds, maintaining a black-and-white palette for images to guarantee optimal legibility. This choice imparted a polished and uncluttered appearance, allowing bold gradients to make a striking impact when applied.

Updating the logo

For the logo, the founders envisioned an image of unity that symbolized the diversity of PU's clients, while also staying rooted in Portland, Oregon. The original logo they used did embody that idea, although it was a bit busy and couldn't be used across all types of media.

The original PU logo

The first draft of the logo I made had several hands coming together. It symbolized unity, but didn't link to PU's roots in Portland. The symbol that was chosen later on instead was an image of Mount Hood, an iconic Oregon landmark - coupled with the Rockwood spikes. Rockwood is a neighborhood in Portland where PU was first organized.

These two images together create the main image for PU which is instantly recognizable. The gradient symbolizes the diversity of clients in the area (and is a subtle hint to the LGBTQIA+ community).

The newly revamped PU logo

Summary

The meticulously crafted brand identity now stands as a beacon of recognition and meaning for Pueblo Unido PDX (PU). Its seamless integration across diverse digital platforms - be it social media, the website, or newsletters - underscores its adaptability and effectiveness. This cohesive visual language not only reinforces PU's professional image but also amplifies its core message of diversity and inclusion, resonating with audiences far and wide. The new brand is not just a symbol; it's a powerful testament to PU's unwavering commitment to its mission.