Winner of a Silver 2017 Summit Marketing Effectiveness Award.
THE CHALLENGE: Create a logo for a capital campaign to raise 13 million dollars to update San Francisco playgrounds, a collaborative effort between the SF Parks Alliance and San Francisco Recreation and Parks Department. The final product must relate to both of the collaborators logos, since it will frequently appear side by side, and reflect the work and values of both the non profit and the city entity. Finally it must motivate donors to support the playgrounds by reminding them of the joy and fun of playgrounds for all of San Francisco’s children.
THE SOLUTION: Illustrate two playful, energetic figures with enough detail to be realistic, but not reveal age or ethnicity to include all the children that enjoy and benefit from playgrounds. The environment implies a monkey bar and full playground beyond with minimal detail to clutter the mark and allow it to be easy to render for print, large banners at playgrounds and on metal plaques to be hung at the renovated playgrounds. The logo’s palette helps it integrate with the two partner logos, and its strong enough to stand on its own.