(Est. 1998) “Since 1998, Proof Alliance (previously the Minnesota Organization on Fetal Alcohol Syndrome) has worked to eliminate birth defects caused by alcohol consumption during pregnancy and to improve the quality of life of the individuals and families affected by fetal alcohol spectrum disorders by providing resources and support. By building partnerships and improving services, Proof Alliance generates awareness of the importance of alcohol-free pregnancies.”
10 Thousand Design (Minneapolis, MN)
The Minnesota Organization on Fetal Alcohol Syndrome (MOFAS) is a national leader in raising awareness and providing support to those affected by fetal alcohol spectrum disorders (FASD). Knowing that FASD is 100 percent preventable, we rebranded the organization by leveraging the double meaning of “proof” (evidence and alcohol content), and built a bold identity around the facts of FASD.
Images (opinion after)
The old name was descriptive and accurate but long, easy to forget, and with an unappealing acronym. Not doing any favors to the name, was a convoluted logo showing a wine glass upside down with leaves — life I guess? — inside it and bad typography all over the place. The new name is short and clever, playing off the content of alcohol measure and the evidence they have in supporting their cause. The logo is also short and clever, replacing the two “O”s with a percentage sign that nicely supports the naming concept and their new identity that focuses on percentages and facts. The execution is spot on with a really great integration of the “%” into the letters. In applications things get maybe a little too creative with some funky numerals and textures mixed together to deliver the facts. I think the textures are what take it over the top and start to meddle with getting clear messages across — the funky numerals might have been enough. Nonetheless, a great update in concept and execution.