The Cridge Center for the Family offers a wide range of community based programs from seniors’ care programs to transitional housing for women in need. They have been operating as the Cridge Centre for the Family since the early 1960’s but with roots that extend as far back at the 1800’s.
The Cridge Centre contracted us to refresh a range of their communication material, but first wanted to extend their present corporate ID across the many services they operate. Each service should be identifiable as a unique identity but remain tied to the overall branding.
Before proceeding, I should specify that we did not create the original logo for the center but it has been in use for a fairly long time and is now an anchor point in their overall branding so reviewing this mark was simply not an option.
Creating logo marks for these services was a bit of a challenge for me. How do I create a graphic to represent brain injuries without it being cliché at best, or offensive at worst?
Since the object was to expand upon the original logo that was the obvious place to start. I considered using the well known candle in the graphics but decided instead to use a soft gradient within the window to show candle light within a room. The florals in the windows are extending outward inviting people into the warmth inside. I used different florals to identify the different services and thus was able to identify each service individually and maintain the spirit of the original logo.
