Logos are not about inspiration. They are about utility. A logo is an identifier; it is not a signifier. And a logo is not your brand’s first impression. It’s just the icon to which those impressions are associated. The most valuable attribute of the logo is not how inspiring it is, but how easily it can be remembered. Take the Nike swoosh. It has zero aspirational qualities intrinsically, but it’s one of the most memorable logos in the world – invoking emotion and energy to overcome.
For seventy years YFC has had a massive brand promise and expectation. Their nationwide audience expects them to act, sound, and look a certain way. Our first challenge: How can we rebrand an organization with a rich history, strong legacy, and large following?
The answer came during our first meeting with Youth For Christ. With thirteen core ministries — all with different logos — we believed the diversity was spreading them too thin and causing significant brand delusion.
They needed a logo which depicted communal unity with respect of human uniqueness.
The new icon is a nod to the organization’s unified focus on authentic, Christ-sharing relationships — the 3Story® way of life — which encourages teens and leaders to see how their relationships fit within multiple different narratives, my story, their story, and God’s story – intertwined.
The 3Story® way of life is in the DNA of this organization, promoting love for a creator and its creation. Three stories, constantly intersecting to make up life in a way that elevates true connection.
The Youth For Christ icon is a landmark for the entire organization. It reminds everyone within the organization how they’re unified.