Welcome to the 4th Annual Logo and Branding Edition! Last month, we included a link to 50 logos from across the Network and asked you to vote for your favorites.
In addition to showing the winning logos, we have a great article from our friend and noted marketing expert, Barrie Atkin.
Barrie is the president of Atkin Associates, a firm focused on strategy, marketing and fundraising for mission-driven oganizations. She's also the
author of Marketing Tools for Any Senior Center, published in 2017 along with MCOA and NCOA. The combination of Barrie's expertise and
voting results makes for an exciting edition of Fun Facts!
Welcome to...Fun Facts - the Logo and Branding edition
Your Logo: A Key Element in How Your Senior Center is Perceived
by Barrie Atkin, MBA MS Ed
What Is A Logo?
Simply put, a logo is a symbol, sign or other design adopted by an organization to identify the organization, its programs, products and services. A logo can be a text word, a letter,
a symbol or a combination. Logos are so ubiquitous that we often recognize who or what they stand for immediately.
As the logos in the contest indicate, Senior Centers use a wide range of designs. Some use just their name. Others incorporate a phrase or “tagline” in a logo or create a design
independent of a tagline. Some municipal Senior Centers use their town logo.
A logo is an important part of your “brand identity” - How you present yourself and want to be perceived. (more on that below)
As you look at the winning logos below, consider the following:
- What do you feel each conveys about the senior center?
- Does it make you want to visit that center?
- Do you feel it fits with the mission of the senior center?
- Is it distinctive to that senior center, or could it apply to lots of senior centers – or perhaps other community organizations or departments?
How Does a Logo Relate to Your Marketing, Branding and Brand Identity?
Marketing is actively promoting a program or service. Marketing is all you do to get people to pay attention and convey a positive perception of your brand: your values and what you stand for.
Brand is the perception people have of your organization, your programs and your services. You can influence this perception in many ways:
- Your Senior Center’s name, logo & tag line
- Your newsletter, events, website, images on your flyers, even on your bus or van
- How you answer the phone or greet people who enter your building
You can use marketing, branding and communication tools (including your logo) to convey messages about your wonderful Senior Center and all that you offer!
Do You Need to Update Your Logo or Your Branding – or Perhaps Your Name?
Reasons to Consider a New Branding:
- Your name and logo are out of date with your overall organizational goals and marketing strategy.
- Your brand identity (including your name and logo) no longer reflect your values, your future, or the demographics you are trying to attract such as boomers or 50+.
- When prospective participants see your logo and name, they don’t understand who you are and what you do.
Key Elements of a Rebranding Process
Successful rebranding takes time and thought. Be sure to involve a variety of stakeholders to get buy-in at each step. Here are some key elements:
- Evaluate your current identity.
- Gather information about stakeholders’ views and expectations.
- Craft a positioning statement that reflects your values and direction.
- Develop a new creative identity to reflect the positioning statement that can be utilized in multiple ways over time.
See Barrie's recommended resources on the left bar. Thanks again for your wisdom, Barrie!
A total of 585 individuals cast ballots, representing 3012 thumbs up! If you want to remind yourself which
logos were included, you can check out the full ballot here.
All of the logos have something interesting about them, but your thumbs have spoken, so let's look at the winners!
The Gold Medals
Presenting...the Top 4 logos from across the Network! Top left is number 1, bottom right is number 4. The same approach is true for each grouping below.
A special congratulations to NESA as the top vote-getter! Check out the sidebar for their thoughts on how they came up with the winning logo.
The Silver Medals
The Bronze Medals
Just Off the Podium