Our logo: in case you’re curious.
January 15, 2021
We do not offer food. Here’s where you can find food.
As you may have noticed, our new website has come with an updated logo. While the need for a new website was clear, we also felt that a new logo was imperative. For all my fellow comms folks, I think you will appreciate that we went from a Drupal 7 website to the new WordPress Gutenberg editor. This makes it not only easier to navigate on the user side, but also easier for the staff at CAFB to update content, build media-rich pages, and reuse content without having to make updates in multiple places. This saves us loads of time and allows more staff to dive in and bring you the information you’re looking for.
Since we were undertaking the complete redesign of our website, it seemed opportune timing for us to also update our overall brand. While our colors haven’t shifted much, we did optimize them for digital usage. We’re still settling into our refreshed identity and hope to complete the transition over the next several months.
Obviously, the most prominent visual we have is our logo. Why did we choose to change it? Well, first let me say, we choose to refresh it rather than fully overhaul it. Yes, it’s quite different, but it still has the same elements: a pear alongside our name. Here are a few of the reasons we undertook the logo refresh:
These are a few of the challenges with our former logo that we focused on remedying with our new version. In regards to why we choose the new one, other than wanting to maintain the same basic elements and utilize the existing (albeit slightly updated) color palate, here are a few reasons:
Less noticeably, we also undertook updating our language, which you’ll see throughout our new website and collateral as we flesh it out throughout the year. If you haven’t seen it yet, we landed on the tagline “Leading the collective effort to end hunger in California.”
It’s an understatement to say that this project did not go according to plan — we were in the midst of this work when the COVID-19 pandemic hit, causing us to press pause on the projects and focus on more pressing matters. Come July, we were able to slowly pick it back up and do our darnedest to work on it alongside everything the pandemic response required. We were grateful to finally launch it at the year’s end. While the site doesn’t yet include all of the grandiose plans we’d envisioned in a pre-pandemic world, we look forward to continuing to evolve it over the coming year.