(Est. 2008) “Foundation For Jimmy works to build a legacy of peace in Jimmy’s memory and make young people safer. Through our projects — Safe Havens For Jimmy, Educating For Jimmy and Working For Jimmy — we equip and empower young people with the confidence and skills to implement sustainable change in their communities. Foundation For Jimmy works to build a legacy of peace in Jimmy’s memory and make young people safer.”
Renaming the foundation 'For Jimmy' placed Jimmy back at the heart of everything the foundation does and created a flexible, hard-hitting brand system. Employees, fundraisers and supports alike can now feel more purpose than ever before – Working for Jimmy, Fundraising For Jimmy, Campaigning For Jimmy.
Part of the existing identity included a white feather. When exploring how to refine and align the brand identity, we felt it important to retain this symbol within the creative development as this held such a strong story for the foundation. At the tragic scene of Jimmy's death, Jimmy was found with a white feather floating next to him. This was seen to be significant to the moment. A touching, if sad symbol. It formed part of Jimmy's final moments, and is now a vital part of the foundation therefore living on through the brand.
Images (opinion after)
The previous logo was sort of okay for a small foundation; I hate to criticize a sensitive subject in relation to something as frivolous as a logo but if they found one white feather next to Jimmy's body, why have two? There is more visual power in a single, floating feather. The new logo goes with one feather but fails to capture the fragility and sensitivity of a more realistic feather. I even keep seeing it as a Native American-like depiction of a feather but it being a UK charity maybe it's not even an issue. Nonetheless, as a logo, it's quite good. The typography is distinctive and the feather stands in nicely for the "I". What I love most about this identity is the name change. "For Jimmy" has such a strong, positive, mindful sense of remembrance, to not forget who this is all about. And the name change allows for strong, clear, and compelling messaging that can support any number of efforts on behalf of the foundation. The one idea I don't quite like is using the feather as a quill to "draw" the icons as seen in the print ad and business card; kinda corny. Still, a bold effort. For Jimmy.