Health for America is a relatively new organization. We successfully completed our alpha prototype (the summer fellows), our beta prototype (our inaugural, full-year class), and are in the midst of our second, more polished beta prototype with our 2015-16 class of fellows. In entrepreneurship, there is always room for feedback and growth. Each version of your product is an opportunity for improvement.
In practicing that, we decided to undergo a complete rebranding of our organization from a more traditional, non-profit feel to a more innovative, design-oriented feel. The branding of an organization isn't simply the aesthetics of your logo. It should reflect the organization's values, vision, and energy.
We started by using the Brand Deck to figure out who we are as an organization and the direction we want to move in. We also did a lot of research to see what types of companies and organizations we wanted to be affiliated with to understand their brand messaging and aesthetics.
After countless brainstorms and sketches, we collaborated with Clarissa Kupfer and Jane Woo, who generously worked pro bono, to come up with our new logo:
Our goal was to strike a balance between a clean, creative, and fresh look and a more solid aesthetic to appeal to traditional stakeholders in healthcare. Each circle represents our core pillars: Health, Design, and Entrepreneurship with an overarching theme of Leadership. From the logo, we redesigned our website to reflect our brand and focus on the users.
We are extremely appreciative of the hard work and dedication from everyone who contributed to this process. As an organization, we are also excited to keep evolving, improving, and creating to fulfill our mission.