Children's Home Society of Idaho
BRAND IDENTITY

As the Children Home Society brings their service lines closer together, there was a need for a more cohesive brand identity and consistent marketing materials.

Through the process of a Brand Discovery session we discovered a couple of helpful facts to guide our design. There is a perception problem — many of the folks in our community believe the Children's Home is a home for orphans. We picked up on two issues that were present in the original brand identity (shown below). The main identity has the shape of a building and the larger words say "Children's Home." The organization is not a home, but a society that helps children and families. This is an important distinction that needed to be addressed in the new Brand Design System.

 

Original Logos

The new brand identity was a more conceptual approach. The marks are a very strong "family" of logos that build a valuable Visual Language to direct future marketing materials. The identities are reminicent of river rocks — as a nod to the headquarter on Warm Springs Ave. near the Boise River. The Children's Home Society logo is a strong and solid foundation, formed by the sandstone blocks the structure was constructed with over 100 years ago. The service line marks of identity each have a story to tell through a visual representation of the support they bring.

 

New Children's Home Society Brand Identity

The Children's Home Society of Idaho have been a good partner and great brand steward. They chose the direction that best met the goals (as opposed to making the "easy" choice). We had a great time helping them to reach this next level, and are proud to say we helped them start of the next century in the right direction.

Comments? We'd love to hear them!