(Est. 1983) “CoreCivic (formerly Corrections Corporation of America) is a company that owns and manages private prisons and detention centers and operates others on a concession basis. Co-founded by Thomas W. Beasley, a leader in the Republican Party, Doctor Robert Crants, and T. Don Hutto in 1983, it received initial investments from Hospital Corporation of America’s founder Jack C. Massey, the Tennessee Valley Authority, and Vanderbilt University. As of 2015, the company is the largest private corrections company in the United States. It manages more than 65 correctional and detention facilities with a capacity of more than 90,000 beds in 19 states and the District of Columbia. The company’s revenue in 2012 exceeded $1.7 billion.” (Wikipedia)
As part of the rebranding, the company has also adopted a new visual identity. This includes a bolder, sleeker and more modern typeface, as well as a color palette intended to evoke attributes such as safety, strength, passion, stability, integrity and seriousness. The brand’s symbol, a 13-stripe American flag stylized to also represent a building, speaks to the company’s commitment to public service, the professionalism of its employees and its expanding government real estate focus. There’s also a nod to the company’s heritage with the right side of the symbol angled at 19.83°, representing the year that the company was founded, and the left side of the symbol angled at 20.16° to mark the year the company rebranded as CoreCivic.
Images (opinion after)
Just like today I learned about the world's leading car seat manufacturer I am learning about the largest private corrections company in the United States. The old logo was… aggressive, with the imposing acronym in a fortress-like wordmark with a very determined eagle cutting across the "A". I also find it entertaining that it used Emigre's Matrix. Why exactly "entertaining"? I'm not sure, I just do. Starting with the new name, the whole package is more subtle. "Corrections" is not a friendly word while "Civic" is more about civic duty and doing good, so it's a good change. The logo is also friendlier but perhaps a lot more doomsday-ish: do the crime and spend the rest of your time in a container. In America. It's a hard blow delivered softly. The designer gets bonus points for the rationalization on the angles of the box — that's a Saul Goodman-good pitch.
Thanks to Ben Petersen for the tip.