SeaGate Food Bank

SeaGate Food Bank

Rebranding/Brand Standards Development

Seagate Food Bank became the first food bank in Toledo in the 1970s when founder Alice Mosiniak began distributing food out of her garage. The organization has grown tremendously over the last 40 years, and now provides 15 million pounds of food to more than 120,000 people in our community every month.

Getting Results

One thing that never evolved, however, was SFB’s visual brand identity. The logo was dated, and since the Seagate team had no guidelines for how it should be used, the logo was often presented inconsistently to patrons, partners and donors.

MadAveCollective consulted with SFB leadership and constituents to assess their core perceptions of the organization. We developed a clean, streamlined, iconic logo that embodies the heart of their mission – feeding the hungry. The graphic and text can stand alone or be combined in a variety of promotional applications.

To protect the new visual brand, we also developed a brand standards guide that specifies how it should be used with regard to color, size, proportion and font styles. This guide includes options for modifying as necessary for black-and-white, grayscale and special color alternatives, horizontal and vertical orientations, and displays with or without the graphic or text.

This guide can be provided to all of their vendor partners, volunteer designers and community supporters to ensure a consistent presentation across all internal and external communications and promotions.