The Joyce Hansen Hall Food Bank is the number one food pantry in Utah. They're mission is to feed hungry families.
As part of a larger organization, this food bank needed a way to distinguish itself as its own entity and purpose.
The circle shape of logo represents inclusion of all. It's never ending, which symbolizes the human race. Using primary colors is a basic way to illustrate that we are all the same on some level. I decided to incorporate orange because it is the color for Hunger Awareness. It is also the result of red and yellow mixing, symbolizing the efforts just two people to make an impacton hunger. The focus of the logo is the "Food Bank" text. For that reason, it is contrasted font, size, and color.
Corporate Identity
BACK
I chose to do a verticle layout to allow for more white space. In addition, it allowed me to keep a strong left alignment for all of my text. If I would have chosen horizontal, the stacked text would not have all fit left aligned. Using the rule of thirds, I put the orange square as a nice contrast to the white. I created tension by putting the text close to the edge of the orange square. This brings attention to the severity of the message CCSNU brings to hunger in our community. I placed the logo at the bottom to even out the weight of the card. It would have been too top heavy if I put it towards the top. The orange carries over to the right and is aligned with the edge of the page. This is to ease tension found with the text on the right side. I also increased the tracking on the first two lines and decreased tracking on the third line. This is to create a better balance and sense of hierarchy.
The back of the card carries the continuity of color from the logo on the front. I placed it directly in the center of the card to allow for as much attention and intrigue as possible. Putting it at the top or bottom would have again created an uneven weight to the card.
ENVELOPE
With the typical layout of an envelope, I placed the logo and return address at the top left. I did give a little bit more space away from the edges than normal because I wanted to decrease the amount of tension. I kept the circle from the logo for continuity in the brand. The orange accent at the botto of the envelope creates a sense of movement, which is appropriate for sending a letter. There is enough white space left to write a send to address as well as a barcode in the bottom right.
For my letterhead, I wanted to create the same brand consistency we see on the business card and envelope. For that reason, I kept the logo aligned in the top left corner. It creates a sense of hierarchy as you then move on to read the text of the letterhead. The orange portion at the bottom is consistent with the other business collateral. It creates a sense of movement off the page when the reader is done with the letter. As you can see, I also kept the tension created by the white text being aligned with the edge of the orange section. The gap in the orange and the edge of the page on the left signifies the gap that we see when it comes to food and other necessities in our community. The leading on the contact information is tight, but does not encroach on each other.
Facebook Profile
HEADER
I chose a picture of a happy child eating for my Facebook Header picture. The image alone conveys an important message about the Joyce Hansen Hall Food Bank- they feed nuhgry children. I didn't want to place the focus on the image in the center, so the child's face is aligned on the right third of the canvas. You can see an image of a bowl of food unfocused in the background. I wanted to incorporate that element as part of the messaging. The contrast comes from the focus/unfocused elements of the image.
PROFILE
The profile picture isa variation of the logo. I wanted to keep both the text and the image in the profile due to the nature of the Food Bank Program. The food bank is just one of the programs that Catholic Community Services of Northern Utah hosts. CCSNU already has their own Facebook profile and creating another for the food bank would be confusing and excess work. That being said, including all parts of the logo allows for a special feature of the food bank on CCSNU's Facebook Page. The text has been moved to the left bottom because I needed to make the image more compact and the straight edge on the left would not have been cohesive with the curve edge of the circle. It looks better next to the straight edge of the image.
Twitter Profile
HEADER
This image is to be used for the Twitter profile. As mentioned with the Facebook header, CCSNU has their own Twitter account, so creating a Food Bank Twitter isn't feasable. That being said, the message that 1 in 5 children go hungry is universal. #1in5 is a hashtag that CCSNU uses frequently and conveys a powerful message.The text is right aligned due to the position of the Twitter profile picture. I chose to make the # sign smaller than the text to create some repition with the "in" text. It also allows more attention to be drawn to the 1 and 5.
This image is to be used for the Twitter profile. As mentioned with the Facebook header, CCSNU has their own Twitter account, so creating a Food Bank Twitter isn't feasable. That being said, the message that 1 in 5 children go hungry is universal. #1in5 is a hashtag that CCSNU uses frequently and conveys a powerful message.The text is right aligned due to the position of the Twitter profile picture. I chose to make the # sign smaller than the text to create some repition with the "in" text. It also allows more attention to be drawn to the 1 and 5.
PROFILE
This image is to be used for the Twitter profile picture. Again, it was important to keep both the text and image, as it isn't included in the header image, nor will the acount be labeled as such (CCSNU account). I chose to keep the profile similar to the Facebook logo to best utilize the little space that is available; however,the circle image is larger in the Twitter profile than the Facebook. This is to offset the text that is included in the header.
Newspaper Ad
This ad is designed to be featured in a newspaper, hence the grayscale. I chose to position the background on only 3/4 of the image to allow some attention to be brought to the hashtag, logo, and QR code at the bottom. I really liked the left alignment of the text next to the straight edge of the bag. The contrast in the font color and font type really helps to add some movement and depth to the ad. The hashtag, logo, and QR code line the bottom of the page, but the images off to the right create more weight. As your eyes leave the paper, that's the last image you see. It's a call to action. The images are also aligned with the bag image up top.
Magazine Ad
MAGAZINE AD
This ad is designed to be featured in a magazine with full color. I chose the color scheme in congruity with the logo, but orange is the official color for Hunger Awareness. October is hunger awareness month, so black and orange made sense with the holiday. The image might look ordinary at first, until you realize that the bag is filled with cans of food instead of candy. The background is slightly more opaque to create more contrast between the black font. I chose to contrast the black and white fonts to change how the message is read. First, you read "This October let's fill our bags" as one message, but the power in the ad comes after you read the black "with more than candy". Candy is contrasted with a different font as well. The #HungerAwarenessMonth continuesthe repitition of the orange outline of the bag. I positioned the bag image a little further to the top instead of in the center to create some flow. The bottom logo and QR is aligned with the bag image as well. I also changed the "Joyce Hansen Hall" text from gray to white to create contrast.
