(Est. 1983) “Callen-Lorde is the global leader in LGBTQ healthcare. Since the days of Stonewall, we have been transforming lives in LGBTQ communities through excellent comprehensive care, provided free of judgment and regardless of ability to pay. In addition, we are continuously pioneering research, advocacy and education to drive positive change around the world, because we believe healthcare is a human right. Callen-Lorde Community Health Center provides sensitive, quality health care and related services targeted to New York’s lesbian, gay, bisexual, and transgender communities — in all their diversity — regardless of ability to pay. To further this mission, Callen-Lorde promotes health education and wellness, and advocates for LGBT health issues.”
Mother Design (New York, NY)
Moved by their decade long contributions to the city and the LGBTQ community, we partnered with Callen-Lorde to create a new identity that could speak to the spirit and vibrancy of the historic organization and its patients and help to differentiate it within the public healthcare space.
Drawing inspiration from the guerilla marketing that came from the AIDS crisis of the 1980s, we created a bold and colorful identity system to work across every touch point. From their website to promotional materials, the new identity deliberately shies away from traditional corporate branding and works to modernize the organization’s public face, while maintaining a deep consideration to the history of the community and its values.
Images (opinion after)
The old logo wasn’t very inspiring but it got the point across as to what it was (since it spelled it out) and made specific references to its LGBTQ focus through the triangle replacing the hyphen in the name and the strip of the rainbow flag. I had not heard of this organization before so when the new logo first popped up in my inbox — because of the name and the execution — I thought it was a fashion brand. I really like its look and the execution is spot on (both of the logo and the applications) but I wonder if it’s the right approach? It seems to favor personality over functionality, where with the old logo if I needed the services the center provides and went to their website I would immediately think “Yes, I’m in the right place, this is a health center”, whereas right now I would need to go through a bunch of pages to feel confident I’m not just gonna get a new hoodie with a cool logo. Then again, breaking from the expectations — especially when it comes to healthcare centers where brand expectations are pretty low — can be the right approach.