Crafting a logo is much more than just graphic design. Addison Penzak JCC was in need of a logo that could “pop” from across a baseball field and fit just right with their overall brand. In addition to the logo, they also were looking to develop a supporting tagline that encompassed the messaging of their organization. Our team worked closely with the team at Addison Penzak JCC (APJCC) to develop a logo design and tagline that incorporated everything from the lifestyle aspirations and activities of the local Los Gatos community to the technical aspects of the logo such as color and the ability to see it from a far distance.
Before diving in, we went over every wish and goal of the APJCC for the logo design and tagline through discovery meetings. After the first set of meetings, we developed round one ideas for the logo and tagline—presenting 3 logo concepts and several taglines. After some feedback on the concepts and examples, we were on to round 2 iterations. To really help incorporate every key detail desired by the APJCC team—we had a live editing session for the final iterations where we went through each piece together in real-time.
APJCC decided on the tagline “thrive together” as their forward-moving message that they felt spoke best to the community. They also decided on a very crisp yet warm iteration of the logo as their final choice. The logo incorporated blue and gray hues that are familiar colors to other JCCs, however, were also tested for those with color blindness—so that everyone can enjoy the new logo just the same, together. In addition to the logo, we also designed a style guide that included a custom 7-color palette for their extended marketing materials.