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New Logo for American Heart Association



Noted Aug. 31, 2018 by Armin

Industry / Health Tags /


(Est. 1924) “The American Heart Association is devoted to saving people from heart disease and stroke - the two leading causes of death in the world. We team with millions of volunteers to fund innovative research, fight for stronger public health policies and provide lifesaving tools and information to prevent and treat these diseases. The Dallas-based association is the nation’s oldest and largest voluntary organization dedicated to fighting heart disease and stroke.”

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Images (opinion after)
New Logo for American Heart Association
New Logo for American Heart Association
In application, on color backgrounds, the torch is white.
Short video with new logo.

No information on this one, which is odd, given it’s such a large and important organization. Maybe this post will shake the tree and we’ll get some extra info. The old logo was decent — in part because it feels like it’s been around for ages — with a clear depiction of a torch inside a heart. The wordmark in Helvetica was bland but it got the job done. The new logo breaks the symmetry of the icon with an angled, tilted, much bigger torch that makes the logo look less static. I like the classical-ness of the old logo but this new one does feel more active, empowered, and… newer. I’m not a big fan of the drop shadow, especially since the logo works much better without it, as can be seen in the t-shirt in the video above. On color backgrounds or photos, the torch is a solid white, instead of being knocked out. I understand they did it for readability — you can see it in action on their Instagram account (which needs A LOT of help) — but it looks somewhat odd as it’s less a play on negative space and becomes an object inside another object. The wordmark, in straight-up Lineto Brown, is fine and I like the new size relationship where the icon is bigger. Overall, it’s an improvement that makes the logo and organization look less old. All they need is a proper rollout, especially on social media.

Thanks to Dan Dismounts for the tip.

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