The Institute underwent a massive branding transformation. However, they wanted to keep parts of their old visual identity, especially the tree, which symbolizes both the families behind the businesses and the growth opportunities offered by the Institute. A logo redesign kept familiar elements while giving them a fresh new look. The design team created multiple versions of the logo for any use cases that may arise. Featured here are the one color and monochromatic variations.
The Institute’s color palette consists of teals, blues, and yellows. These colors are found in nature and pair nicely with the tree in the logo. Blue represents intelligence, communication and trust. Gold is the color of achievement, accomplishment and triumph. Meanwhile, the soothing nature of teal invokes feelings of tranquility and serenity. It encourages open communication and clarity of thought. Altogether this palette conveys a bright, collaborative brand.
Sans serif fonts are used to convey modern sophistication for their minimal and simplistic design. They’re approachable and playful, often used to represent organizations that are timely and cutting edge. When paired with accents of casual handwriting, we get a logo that conveys a modern yet warm energy – perfect for a nonprofit that empowers family-owned businesses.
Rounded shapes tend to send a positive emotional message of harmony and protection. The circle is often used in a logo to represent unity, commitment, love, or community, which makes it a perfect shape for the Institute and the community of family business owners. Throughout the site, the design team utilized the circular motif from the logo as brand graphics, containers, and patterns.
The Institute used to have three directories: one for members, one for associate partners, and one for sponsors. The content team streamlined these three directories and turned them into one. Users can select the appropriate filters and access the information they need in a way that isn’t overwhelming.
The Institute provides programs and services on issues that can benefit every family member and family-owned business. They have over 50 programs scheduled, from small facilitated meetings to open programs where they encourage everyone to attend. Giving them a multi-view calendar was imperative so users could look at upcoming events weekly, monthly, and yearly.
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