Outward Bound
2006 ReBrand 100 Winners > meritIndustry: Institutions/Non-Profits - Below: Before Image, Rebrand Images, Summary, Credits Summary: Challenge - The 2005 rebranding of Outward Bound USA had both strategic and functional purposes. Functionally, the traditional ‘compass rose’ symbol just didn’t ‘read’ very clearly, and often had to be supplemented by an all-type wordmark; only redesign could solve this problem. Strategy - Strategically, there were two needs. First, in a significant reorganization, five previously separate regional entities would become one; an equally significant change in brand expression could help signal this new entity with confidence and enthusiasm. Second, the historic association of Outward Bound with “kids in the woods” had become misleading, since Outward Bound increasingly serves kids in cities through its urban centers, kids in schoolrooms through its Expeditionary Learning Schools division, and adults in corporate settings through its Professional division. Result - The Spaeth/Connacher team built a new mark and signature system, anchored by a compass symbol, to permit each Outward Bound division to sign itself while helping convey a broader understanding of the Outward Bound mission. Credits: Client: Outward Bound, USA - www.outwardbound.org Creative/Strategic Consultant: Tony Spaeth/Identity - www.identityworks.com Identity Consultant: Tony Spaeth Design Consultant: Nat Connacher [back] |
