Rebranding

Giving a Facelift to North Texas Food Bank’s Brand Identity

Creating an Identity that Aligns With the New Strategic Vision

The Situation
Founded in 1982, North Texas Food Bank (NTFB) is one of the largest food banks in the country, distributing nearly 170,000 nutritious meals every day through a network of more than 200 partner agencies.

The company has seen significant growth since its start, yet had not looked at its brand identity in over 20 years. In addition to being difficult to work with on different applications, the identity was outdated. As such, it did not visually communicate the innovative nature of the company and its strategic vision and goal to provide 92 million meals a year by 2025.

The Solution
After being hired by NTFB, RSW did a thorough audit of all communications to see what was working and what was not. This included an evaluation of print and electronic communications, wayfinding, truck signage, and more.

With a goal of delivering 92 million meals a year by 2025, it was imperative that we develop an identity that aligned with the innovative nature of the company.

Before making recommendations, RSW also examined the equity of the existing brand identity. For example, we concluded that the wheat stalk illustration, though stylistically outdated, clearly communicated the company’s mission to “passionately pursue a hunger-free community.” We also concluded that the color orange had a distinctive flair in the non-profit marketplace.

In addition to the identity, the signature look was applied to the new NTFB website and the holiday awareness campaign, also developed by RSW.

The Results
The newly updated identity includes a redesigned wheat stalk, an upward arrow that is cleverly incorporated into a logo representing the “north” in North Texas Food Bank, and a customized font.

The new identity easily works in different applications. A comprehensive style guide was also developed, allowing NTFB to maintain control of the identity with a minimum of effort, without losing its integrity.