Upon discovering that the name Meals On Wheels has 99% name recognition, the national association decided to unite the thousands of local programs across the country with a new visual identity. The requirements included creating a logo with the entire phrase: We Are Meals On Wheels, so no senior goes hungry.
It also required a friendly, personal voice while asserting authority. I took inspiration from the Pledge
campaign, where Member programs gathered support in their community for the cause by signing tablecloths to signify their commitment. The typeface in the logo is Knockout, and the script is a blend of several script samples. It was important to have it be real handwriting, not an off the shelf script font.
To help the local Meals On Wheels programs launch the campaign in their own communities, we created a media toolkit, which won a 2012 Nonprofit PR Award in Member Communications