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Over the last several months, we’ve been working hard on some updates to Little Green Light’s brand. With the help of the incredible design folks at Pentagram, we’ve re-designed our logo, selected new brand colors and typography, added a new tagline, and applied it all to our website and marketing materials.
Today, we are thrilled to introduce you to our new look and share some of what we hope our new brand will convey.
When we embarked on this journey, we initially focused primarily on our logo. Although we loved our former mark, there were a few things we wanted that mark to relay that we felt were missing. The first was to make it more recognizable and distinct. We wanted it to relay a warm, friendly feel but not to appear too intricate or complicated. We were torn between using our full name in the logo or just our nickname, because everyone who knows us calls us “LGL.” In the end, we got both!
We now have two beautiful versions of our logo, each of which complements the other. We will use them both, but not right next to each other: They are meant to work in conjunction with, but not alongside, one another.
The first logo features our acronym, LGL, as a filament inside a green, stylized Edison-style lightbulb:
The second is a stacked wordmark logo featuring our company name, with a custom glyph element to make it pop:
As the new logo began to take shape, we also recognized a need to take a closer look at our brand colors and the types of fonts we used. The new wordmark and logo really helped drive this choice.
We transitioned from more muted shades to bolder, brighter ones, which not only brought more “light” to our look but also made our content more readable.
Primary Brand colors (before and after)
We incorporated the friendly, Doyle Light typeface in headlines, along with the supporting typeface Sharp Sans for body copy. We also added a custom alphabet made of select letters composed of curves based on the architecture of the logos. All of this added even more uniqueness to our brand.
Our new custom alphabet:
Although there has been little change in content on our Little Green Light website, we have made some big changes to the home page, both in its look and feel and in the navigation style. We’ve incorporated photographs in lieu of illustrations to the top of our home page, and introduced a new tagline, Illuminating data. Advancing Nonprofits. Our intention with these changes is to bring a more “human” element to our brand and better represent the types of customers we serve.
Former home page style:
New home page style with new tagline:
We hope you enjoy our brand’s bolder, cleaner, more human look. Feel free to drop us a comment and let us know what you think!
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