Anchorage, AK – Food Bank of Alaska recently tasked Mad Dog Graphx with updating FBA’s logo and brand standards. FBA specifically wanted to feel more current and inject more energy into their identity and materials, without sacrificing the brand equity established since their last update.
Food Bank of Alaska’s new identity was rolled out in their recent 2014 annual report. The annual debuted FBA’s new logo and color palette.
Mad Dog began to introduce elements of the FBA refresh with last year’s annual report (which was itself an award-winning reimagining of FBA’s traditional annual reports). Over the last year, the logo and brand standards were refined and finalized. The new look will also update FBA’s stationery package, and will begin appearing across their marketing and informational materials soon.
FBA discovered that their “bread and heart” logo was easily recognized and that many Alaskans held positive associations with it, so MDG used the mark (originally created by Mad Dog’s Kris Ryan-Clarke) as the basis for the new identity.
A contemporary and slightly more serious serif typeface was chosen to give this growing organization a mature yet modern feel. Color was also tweaked; MDG moved the Food Bank palette to a richer brown and red. A secondary color system was selected to introduce fresh, vibrant colors to FBA’s materials.
