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New Logo for Feed the Children



Noted Jun. 18, 2014 by Armin

Industry / Non-Profit Tags /


“We believe that we should create a world where no child goes to bed hungry. Just as important, we believe that we can. Since 1979, Feed the Children has grown into one of the largest U.S.-based charities. We are accredited by the BBB Wise Giving Alliance and have a 4-star rating from Charity Navigator. By banding together to defeat hunger, we distributed over $344 million in food, essentials, educational supplies and medicine to over 10 million individuals in the United States and 18 other countries in fiscal year 2013.”

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Related links

NewsOK story
The NonProfit Times story

Relevant quote
The Oklahoma City, Okla.-based organization changed its vision and tagline from "Providing hope and resources for those without life's essentials" to "No child goes to bed hungry." The logo, said [CEO Kevin] Hagan, is called "band together," and shows brightly colored intertwined bands next to the organization's name. The all-caps "FEED" is for emphasis, and the lower-case "i" in "Children" is meant to show that "in the midst of all of our work, the child is our focus," said Hagan.

The NonProfit Times story

Images (opinion after)
About Feed the Children.
New Logo for Feed the Children
Logo detail with tagline.
New Logo for Feed the Children
Old distribution boxes.
New Logo for Feed the Children
New distribution boxes.
New Logo for Feed the Children
The CEO with a big truck.

It always breaks my heart when a good nonprofit has a weak logo, like Feed The Children's previous logo. But it always warms my heart when a good nonprofit gets a remarkable logo, like Feed the Children's new logo. It's a weave pattern, like we've seen other times, but it makes perfect sense here. It's colorful and the angles provide some good energy. The typography is playful and approachable (although I do have to admit the sideways "THE" gives me the willies). And even though I regularly denounce unicase wordmarks or wordmarks that mix lowercase and uppercase letters, in this case the lowercase "i" works perfectly and reminds you that it's all about the little bambinos.

Thanks to Jonathan McCoy for the tip.

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Brand New, is a division of UnderConsideration, displaying opinions, and focusing solely, on corporate and brand identity work. More…

UnderConsideration is a graphic design firm generating its own projects, initiatives, and content while taking on limited client work. Run by Bryony Gomez-Palacio and Armin Vit in Austin, TX.

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