Athletes in Action, a faith-based sports ministry, needed a new logo to elevate their dated brand. The logo needed to be versatile enough to work in multiple languages and applications while communicating the athletic nature of Athletes In Action's mission.
It was predicted that internal leadership would be hesitant to consider changing the logo. A presentation was created to show the value of a rebrand. Demographic research was conducted through an email survey and it revealed that most people believed the current logo appeared to be outdated. Hard facts, demographic information, side-by-side logo comparison, case studies, and criteria for a successful logo all combined to help convince the client of the need for a rebrand.
Intense research was conducted to determine what the new logo should convey and how it should look. Both the internal alignment of Athletes In Action and the visual style of similar organizations were studied.
It was determined that abbreviating the name to "AIA" would create a more memorable brand and allow for a more flexible logo. A wordmark and combination mark were also created to solve all potential use cases.
The final deliverable was a 40-page booklet which outlines all of the research conducted, the various logo marks, and usage guidelines. This booklet was delivered to AIA to aid them in their rebranding process.