Make-A-Wish® creates wishes that seek to “transform lives” for children with critical illnesses. Headquartered in Phoenix AZ, Make-A-Wish serves children in every community in the United States and in 50 countries, and has granted more than 415,000 wishes.The organization is introducing a global rebrand by Rule29 of Geneva IL.
The design includes a new logo that maintains the equity of certain elements from the old logo – swirl, star, and hyphens – while updating the overall look. Serif type gives the logo a contemporary touch and the weightiness presents the message with a more powerful visual presence. “Make-A-Wish” is converted to sentence-case for increased legibility and to imbue the logo with a more casual, approachable feel. And a new elongated swirl represents a star shooting across the sky, matching the optimism that the organization generates.
Along with the logo, Rule29 and the Foundation have created a brand book exploring all facets of the brand with the goal of bringing each child’s story forward and inviting others to take part in the mission. This piece includes inspirational content and an expanded color palette, along with updated typography, new design elements and more than 100 icons, and refreshed guidelines for photography and videography.
Josh deBerge, Director of National Communications & PR at Make-A-Wish America comments: “There are certainly challenges with this level of input, particularly in the design process, but ultimately Rule29 along with our internal Creative Services team was able to synthesize all of that feedback and develop a logo and design system that was energized and fresh, yet paid homage to the logo and system that served us for the past 18 years.”
