i ntroduci ng a new

grand rapi ds communi t y

f oundati on logo
The new Grand Rapids Community Foundation logo
refects the input of nearly 30 people connected with
the Community Foundationstaf, grantees, donors,
Trustees and community leaders who took part in
a variety of formal and informal meetings. It was
designed by Frances Close of Plenty.
The prominent use of the word our was informed
by the input from the groups of people we met
with during the early stages of logo development.
It refects the deep community ownership and
inclusiveness of the Community Foundation.
The our meant to show that all people can be
part of the Community Foundation, whether they
are well-recognized, emerging philanthropists
or just engaged Grand Rapidians. The groups
giving input thought the logo should evoke feelings
of energy, synergy, empowerment and the future as
well as the Community Foundations legacy aspects
trustworthiness, integrity and stewardship.
These two themes were of primary interest in
the design thinking.
People told us they wanted to see a logo that was
more visual and is easily identifable with the
Community Foundation, the group also wanted
to see something that would stand out, be fun,
gender neutral, fresh, forward-thinking, and that
would show strength and confdence. We also wanted
a logo that put less emphasis on Grand Rapids and
more on Community and Foundation in the logotype,
as the organization serves all of Kent County.
a good logo i s di sti ncti ve , appropri ate ,
practi cal , graphi c, and s i mpl e i n f orm, and i t
conveys the owner s i ntended mes sage .
jacob cass
grand rapi ds communi t y f oundati on i s . . .
current percepti ons
serving GR only
silent but signifcant
engaging and committed to fostering relationships
sense of legacy, stability, strength, nurturing, caring
really hip, relationship with younger audience
current
stable, enduring
relevant, movement building
apolitical
strengthen systems to support those vulnerable
looking at a variety
multiple ways to engage
quiet, humble, hardworking
keeping the bigger picture in mind
GRCF brings people in to help solve issue
communi t y percepti ons
may have not heard of GRCF
many do know now about GRCF, recently
the United Way of our community
fexible, responsible
growth with GR, changed a lot
everyone can get involved, accessible
need to communicate more
evolvi ng
designing for all sizes, formats
structure, yet fexible
be bold
community ftting together for greater good
more understanding about accessibility
showing inclusion
not a box
dynamic, fuid, accessible
open to multiple color palette
do not change the name
big picture GR
how do we make people feel?
we are GR, disappointed if GR was dropped
communicate about servicing other areas
serve other areas, not just GR
current brand
collateral currently expressing brand
connecting shown visually
color, visuals evoking more of the brand
our community foundation, not the
refective of community
welcoming of everyone
approachable, accessible
willing to talk and communicate
intentional, trustworthiness
proud of community, love the evolution
stand for all that we are proud about in GR
a logo takes thought and creati vi t y, and many
el ements combi ne to make a good one .
harrison mcleod
p has e one s ketches
GR
CF
p has e one s ketches
our
community
GRAND RAPIDS
FOUNDATION
our
community
GRAND RAPIDS
FOUNDATION
community
GRAND RAPIDS
FOUNDATION
our
community
GRAND RAPIDS
FOUNDATION
our
p has e one s ketches
p has e one s ketches
original
p has e one s ketches
p has e one s ketches
p has e t wo concepts
p has e t wo concepts
p has e t wo concepts
original
original
p has e t wo concepts
p has e t wo concepts
our
community
GRAND RAPIDS
FOUNDATION
our
community
GRAND RAPIDS
FOUNDATION
community
GRAND RAPIDS
FOUNDATION
our
community
GRAND RAPIDS
FOUNDATION
our
our
community
GRAND RAPIDS
FOUNDATION
our
community
GRAND RAPIDS
FOUNDATION
our
community
GRAND RAPIDS
FOUNDATION
community
GRAND RAPIDS
FOUNDATION
our
community
GRAND RAPIDS
FOUNDATION
our
our
community
GRAND RAPIDS
FOUNDATION
p has e t wo concepts
p has e t wo concepts
p has e t wo concepts
p has e t hr e e f i nal t wo
black & white, 1" 2 original size "
FOUNDATION
GRAND RAPIDS our
FOUNDATION
GRAND RAPIDS our
FOUNDATION
GRAND RAPIDS our
FOUNDATION
GRAND RAPIDS our
FOUNDATION
GRAND RAPIDS our
2 original size " black & white, 1"
p has e t hr e e f i nal t wo
p has e t hr e e f i nal t wo
and the wi nner i s . . .
health arts vibrant neighborhoods environment economic prosperity
FOUNDATION
GRAND RAPIDS
community
about the des i gn
Comprised of fve main triangles, the new logo
embodies the idea that the Community Foundation
is a multifaceted, energetic organization. As shapes
overlap and interact with each other in diferent ways,
they work in tandem to create a solid foundation
and base.
This interaction creates layers and a sense of energy
that mimics that of the Community Foundation.
Our community highlights inclusiveness, while
also acting as an element that intrigues and inspires,
as well as induces a sense of pride.
Colors and typography were carefully chosen to
compose a bold, energetic and professional mark.
The vibrant mixture of warm and cool colors evokes
a sense of richness and freshness, and the typefaces
complement each other and the facets. Upon
examining the typography, both Neutraface and
Freight came to the foreground for their classic and
formal qualities that pair well with the overall mark.
Each element is designed to be a part of a fexible
system, which will allow it to come to life in new ways
over time.
f i nal i z i ng color studi es
f i nal i z i ng color studi es
f i nal i z i ng t ype studi es
Vista Slab (modied)
Boton (original)
Geometric Slab
OUR
Egyptienne
OUR
Homestead
OUR
Clarendon
OUR
Archer
OUR
Calvert
OUR
Calvert
OUR
Saracen
Acropolis
Sentinel
Prelo Slab
Ziggurat
Sommet
Vista Slab Black
Sommet Slab Rounded
Sommet Slab
f i nal i z i ng t ype studi es
foundation
community
GRAND RAPIDS
our
foundation
community
GRAND RAPIDS
our
foundation
community
GRAND RAPIDS
our foundation
community
GRAND RAPIDS
our
foundation
community
GRAND RAPIDS
Our
foundation
community
GRAND RAPIDS
foundation
community
GRAND RAPIDS
Our
Our
f i nal i z i ng t ype studi es
COMMUNITY
FOUNDATION
GRAND RAPIDS
FOUNDATION
GRAND RAPIDS
community
foundation
GRAND RAPIDS
community
FOUNDATION
GRAND RAPIDS
community
f i nal i z i ng t ype studi es
OUR
OUR
OUR
OUR
OUR
f i nal i z i ng t ype studi es
FOUNDATION
GRAND RAPIDS
community
FOUNDATION
GRAND RAPIDS
community
FOUNDATION
GRAND RAPIDS
community
FOUNDATION
GRAND RAPIDS
community
OUR
f i nal i z i ng color s cheme
PMS
PMS 637 PMS 7416 PMS 1925 PMS 7455 PMS 216
60, 0, 6, 5 CUSTOMCMYK 0, 69, 65, 0 0, 97, 60, 0 92, 65, 0, 0 0, 96, 26, 50
121, 187, 218 RGB 214, 114, 92 204, 42, 82 58, 98, 170 119, 3, 67
CUSTOMCMYK PMS BRIDGE PMS
health arts vibrant neighborhoods environment economic prosperity
FOUNDATION
GRAND RAPIDS
community
185 OakosStroot SW GrandRaids, Michigan 49505 1. 454.1751 grfoundation.org
Dear Jessica,
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mo modit explis adit optiissequi aut eatem aboruptas nisto con.
Sincerely,
Roberta King
Vice President PR & Marketing
ROLR1AF.KING,APR
Vice President PR & Marketing
e: rking@grIoundation.org
p: 1.454.1751 oxt.119
185 Oakos Stroot SW
Grand Raids, Michigan 49505
grfoundation.org
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185 OakosStroot SW GrandRaids, Michigan 49505 1. 454.1751 grfoundation.org 185 Oakos Strrroooo
no one ever di s covered anythi ng new by
colori ng i ns i de the l i nes .
thomas vasquez
health arts vibrant neighborhoods environment economic prosperity
FOUNDATION
GRAND RAPIDS
community