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Bluejay Branding Co.

Brand Identities 

 

Center for All Abilities

Center for All Abilities is an NGO in New York City serving individuals regardless of their learning differences. They focus specifically on supporting individuals with autism, pervasive developmental disorders, Down syndrome, sensory integration disorders, and other neurodevelopmental disorders.

Goal 1

Eliminate the problem of viewers not knowing what certain elements of the logo are (ex: ‘Are those wrenches or suns?’)

Goal 2

Design a new logo that symbolizes we are part of a bigger whole, and we each have something to contribute to that bigger whole.

Goal 3

Design a new logo that is fresh and exudes the friendly optimistic personality of the Center for All Abilities’ brand.

 

Original Logo

Logo Re-Design

Things we kept:

  • Curved edges
  • The blue color spectrum
  • Displayed full name

Things we changed:

  • Introduced the visual symbolism of a puzzle to represent the organizations perspective of believing we are all part of a bigger whole and we all contribute to the big picture no matter what our abilities are. 
  • Typeface: Rounded Sans Serif typeface to help exude friendly, optimistic personality
  • Softer blue color: often associated with trust, honesty, and used to create calmness

 

Logo in the wild:

 


 

Malone Financial Services/RM Plans

Under the umbrella of the Principal Financial Group, Malone Financial Services works with individuals and their advisors to assist in setting and achieving both their personal and business financial goals. Their team primarily assists small-to-medium size business owners and individuals with employer retirement plans, life and disability income insurance, income distribution planning, pension plans, wealth management services and more.

Goal 1

Design a new logo that has a professional tone and exudes the feelings of trust, stability and security.

Goal 2

Utilize colors from the original logo to ease current clients into the refreshed brand identity.

 

Original Logo

Logo Re-Design

Things we kept:

  • Color scheme: The original colors of "RM" and "Plans" were chosen as the primary and secondary colors for the new logo

Things we changed:

  • Introduced the visual symbolism of "mountains" to evoke the feelings of trust and security and a "path" leading towards the mountains to represent planning ahead financially (i.e. retirement, pension plans etc.)
  • We left the circular graphic concept and instead I decided to design an icon that represented the "M" in the name Malone Financial Services. This "M/mountain range graphic" hopes to help in their transition from their public name "RM Plans" to their official LLC name "Malone Financial Services LLC".
  • Typeface: Optimus Princeps SemiBold