Ronald McDonald House wanted to modernize its brand so it could better accomplish its mission — to care for families when they have children who are ill or injured. Interbrand was tasked with creating a new identity that could be applied consistently across 250+ chapters as the organization’s first true global brand, build excitement to attract the next generation of donors, and continue the nonprofit’s rapport with founding partner, McDonald’s.
In collaboration with TBWA\Chiat\Day, Interbrand drew upon extensive research to understand what needed to change in the brand and what needed to stay the same. They explored options for a new name, testing candidates to understand what would set up the organization for the strongest possible impact. The new name — Ronald McDonald House — is a slight evolution from RMHC, but because the RMHC name was inconsistently applied across global markets, the standardized name represents a hift towards consistency and building understanding of the brand’s purpose.
The new visual identity refreshes the brand to appeal to future generations. The logo is meant to be inviting and warm, evolving essential elements — heart and house — of the previous identity, while a vibrant color palette draws the audience in. The authentic, human-centric photography style is designed to inspire emotion, and expressive shapes and icons evoke a sense of optimism.
Interbrand is supporting the rollout in all markets, ensuring that the nonprofit achieves the desired consistency to reach its goals: the organization is currently only reaching 1/3 of families that could benefit from its services, and it aims to double the number of families served by 2030.
