Rebranding and logo design

Joe Andruzzi Foundation Logo
Joe Andruzzi FoundationBrandingBrandingBrand StrategyLogo DesignVisual IdentityIndustryIndustryNonprofitDurationDuration3 MonthsAwardsAwardsGraphis Design Annual – SilverProject teamProject teamJulia FrenkleUX & Creative Director, PartnerEmily KnappArt DirectorLily RoblesCreative Director, PartnerEllery MooreyCreative DirectorCasey McGeeArt Director

Long-standing Partnership

We are incredibly proud to have worked with the Joe Andruzzi Foundation (JAF) for many years and to be able to continue this partnership. It is a great honor for us to play a small role in helping JAF advance their mission to support cancer patients and their families through our graphic design and web design services. To coincide with their 10-year anniversary, we worked with JAF on their rebranding and logo design.

Rebranding and logo design

After many years of collaborations, it was very exciting for us to help build their brand and shape their new visual identity. We met with the project steering committee, interviewed board members, donors, partner care givers and conducted a survey in the discovery process. Everyone agreed that there should be a connection to football in the logo design and it should reflect the upbeat attitude and positivity that is key when it comes to dealing with cancer.  All of these were brand attributes and criteria for the redesign.

Inspire strength, hope, and optimism.

Joe Andruzzi Foundation color palette
Joe Andruzzi Foundation color palette

Brand Development

To start, we interviewed several groups of stakeholders familiar with the organization: the foundation team, members of the community, and donors. We asked questions including:

  • What do you like about the current logo?
  • What are your expectations of the brand?
  • What message do you think the existing logo communicates?
  • What should the logo communicate?

One of the most consistently mentioned challenges of the existing logo design was that the hierarchy and wording were misleading. Donors would make checks out to “Up Beat Cancer”, instead of “Joe Andruzzi Foundation”. In addition, the existing logo design was not scalable and the silhouette needed to be simplified. Almost everyone interviewed agreed that the logo needed a redesign.

Everyone agreed that there should be a connection to football in the logo design, and the typeface should be modern, upbeat and bold. Joe and Jen believe that an upbeat attitude and staying positive is key when it comes to dealing with cancer. Like Joe with his battle with cancer, they want to inspire strength, hope, and optimism. All of these were brand attributes and criteria for the redesign.

Logo Design

Our team created many logo design options visualizing the football theme combined with concepts of support. Over 50 logos and sketches where drawn. Then, collaboratively with the JAF team, we narrowed down the choices to the final logo.

Style Guide & Brand Book

We documented the style and usage information for the logo as well as the overall graphic design direction in a style guide which is part of the larger brand book. The brand book summarizes the JAF brand and brand strategy we developed. The style guide includes logo versions, colors, and typography.