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New Logo for March of Dimes



Noted Jan. 19, 2018 by Armin

Industry / Non-Profit Tags /


(Est. 1938) “March of Dimes is a United States nonprofit organization that works to improve the health of mothers and babies by preventing birth defects, premature birth and infant mortality. The organization was founded by President Franklin D. Roosevelt in 1938, as the National Foundation for Infantile Paralysis, to combat polio. The name “March of Dimes” was coined by Eddie Cantor. After funding Jonas Salk’s polio vaccine, the organization expanded its focus to the prevention of birth defects and infant mortality. In 2005, as preterm birth emerged as the leading cause of death for children worldwide, research and prevention of premature birth became the organization’s primary focus.” (Wikipedia)

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Images (opinion after)
New Logo for March of Dimes
New Logo for March of Dimes
Social media graphics.
Mission update video.

The old logo had a great icon of a mom (even potentially a dad) cradling a baby; it was simple, cuddly, and the baby looked like a heart too. The all lowercase, VAG Rounded wordmark seems hard to fathom as a proper representation for any major nonprofit and is the one thing I won’t miss about the old logo. The new logo is… odd. It’s a really large “M” with a pregnant woman on the side, made up of the “O” and the “D”. I’ll clarify that I don’t think it’s odd because it depicts a pregnant woman but because of how it is depicted (as if women’s bellies grew from their neck to their waist). If it’s NOT meant to be a pregnant woman — which may be the case — then it’s a really bad “MOD” monogram. I can’t exactly put my finger on it but it’s a really weird logo. I like the upgrade to a bold purple color and I like the wordmark underneath though and it seems like they are trying to build a graphic language around the angle of the “M” as seen in the social media graphics, which is sort of interesting. There isn’t any information on the redesign so we might be missing out on some key explanation or better examples of the application. Overall, it’s clear that this is meant to mark a significant change and the logo achieves that, as odd as it may be.

Thanks to Evan Burke 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 Bloomington, IN.

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