TASC is a New York City-based educational nonprofit focused on advocating, funding, and implementing after-school programs and expanded school days in low-income urban schools. TASC’s new, more professional visual identity is a shift in direction away from an old brand identity that tended towards a more typical, emotional appeal. The new, more candid and information-driven approach appeals to the policy makers who support TASC and its endeavors. Though still colorful and somewhat playful, the current identity is less childlike and emphasizes simple lines, symbol systems and information design.