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New Logo for Smile Train by SS+K



Noted May. 5, 2014 by Armin

Industry / Non-Profit Tags /


(Est. 1999) “Smile Train is an international children’s charity with a sustainable approach to a single, solvable problem: cleft lip and palate. Millions of children in developing countries with unrepaired clefts live in shame, but more importantly, have difficulty eating, breathing and speaking. Cleft repair surgery is simple, and the transformation is immediate. Smile Train’s sustainable model provides training and funding to empower local doctors in 85+ developing countries to provide 100%-free cleft repair surgery in their own communities.”

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Related links

Smile Train press release
SS+K blog post
Forbes story

Relevant quote
In addition to announcing the one millionth smile, Smile Train today revealed a new logo and launched a fully integrated marketing campaign. The "Power of a Smile" campaign, which is a departure from traditional marketing efforts by charities, tells the stories of Smile Train patients from their point-of-view and how their lives have been transformed by cleft repair surgery. The campaign includes television, digital, print and social engagement to generate awareness and drive donations. The campaign also features the work of noteworthy talent including City of God director, Katia Lund, and award-winning photographer, Alex Webb.

Smile Train press release

Images (opinion after)
New Logo for Smile Train by SS+K
Logo detail.
New Logo for Smile Train by SS+K
Deed for a smile.
“Power of a Smile” spot.

With such a cool name I wish the logo were more… something. I mean, yeah, it's a train with a smile. The name already says that but then what? How can you push that? Add to it? Build on it? Nonetheless, it's an unquestionable improvement over the previous logo and it's hard to be upset with such a great charity. Double-nonetheless, they probably deserved a better logo. The little film, though, a knockout!

Thanks to Eduardo Velasco for the tip.

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