The Boston Foundation

Because of new changes in its leadership and strategic plan, The Boston Foundation wished to update the brand to represent the organization’s new direction.

equity at the center

We modernized the brand, recognizing both TBF’s strength as an institution in Greater Boston and its dynamic efforts to move Boston toward a more equitable future.

OVERVIEW

Client

The Boston Foundation
Location

Boston, MA
Services

Brand Activations, Brand Guidelines, Brand Messaging, Brand Strategy, Interviews, Primary Research, Video & Photography, Visual Identity, Website  Design

move equity, move boston

Based on cultural, location, audience, and landscape insights, we came up with the brand truth, “Move Equity, Move Boston,” to inspire mobilization toward real, systemic, and transformative progress.

a plan for progress

Through online surveys, we found that messaging focusing on equity, collaboration, the long-term vision, and being informed by research strongly resonated with both current and prospect supporters.

a logo with legitimacy

The logo was born of the brand truth “Move Equity, Move Boston.” The icon itself creates a sense of movement through the use of two arrows, the outer purple arrow and the arrow created by the whitespace inside.

The use of slab serif typeface gives the logo a grounded, weighted, confident look and feel. The typeface reflects the institution’s overall brand and credibility.