Because of the organization’s brand equity worldwide, it was important in the brand refresh to preserve certain elements of the logo and brand system, while creating a more contemporary and refined look. There were several non-negotiables with regards to the logo – it was necessary to maintain some semblance of the swirl, star, and hyphens between words, as well as preserving the same blue brand color.

As anyone in the creative field will tell you, a logo is only part of the brand experience. Along with the logo, one needs to consider a brand's messaging, collateral, photography, galas...you get the idea. With every brand refresh, there are a lot of outputs that need to be redefined in the process of making a "new" impression in the world.

We introduced an expanded and vibrant color palette, established updated typography, integrated some new design elements (including a catalogue of over 100+ icons) and refreshed guidelines for photography and videography. Rule29 and the Make-A-Wish team took a comprehensive look at every component to ensure that everything collectively helps to enhance and strengthen the brand.

The response to the new, refined Make-A-Wish brand has been overwhelmingly positive and we continue to enjoy building out the brand through a variety of avenues. Read more at our site Rule29.com.