This is a logo for a Silicon Valley charity. It's a place where people come to get treatment for Alzheimer's disease. However, the center is also a place for people to bring preschool-aged children and one of the focus is on the interaction between the elderly and the kids. Please read this brief below to better understand the project.
Thier brand attributes are:
Compassion, security, and positivity.
What we’re here to do
Respite and Research for Alzheimer’s disease (RRAD) is the parent organization for two symbiotic services running out of one facility. These services are the Alzheimer's Activity Center (AAC) and the Rosa Elena Childcare Center (RECC). RRAD is already a high quality, large capacity social day program for persons living with dementia as well as a unique and effective resource for their caregivers. However, the current branding and website do not reflect the wide-reaching and important impact of the current program. It’s time to change that.
The new branding of RRAD will convey the undeniable magic that is only found in intergenerational connections. Connections fostered by age-bridging interests like art, music, dance, and social gatherings. RRAD is a place of fulfillment, enrichment, and support.
Who’s our audience?
The primary goal is split, with two audiences needing equal representation. The target audiences are caregivers and care receivers looking for resources and respite and parents with preschool-aged children. Following that we will design for medical professionals, social workers, case managers, and dementia specialists. By focusing on these primary and secondary audiences this new brand will speak from a place of authenticity and this quality will be appealing to the most coveted audience, donors.
A logo that works across all use cases
By applying rigorous design standards and a traditional creative process to the RRAD logo design, we will create something that conveys the brand attributes, aids in furthering business goals, and appeals to the target audiences. This logo will need to be versatile, with the ability to be used in all manner of marketing collateral. It will work for business cards, the new website, a possible app icon, on t-shirts, stationery, badges, and banners. It will also need to work in black and white and as an option that scales down to the size of a favicon.