The story behind PACS new logo
Updated 2/4/14: here is the brand presentation video created by Fiction:
Scott and Chrissy Petersen were not sure what to expect when they arrived at the 2009 PACS Awards Dinner & Auction. They entered the room and found their seats. It looked like many of the other charity events they had seen.
But Scott & Chrissy soon realized that PACS wasn't just another organization. They heard the stories of people who were served. They learned about the food pantry model that helps people choose their own food. They learned about the clinic and the doctors that volunteer their time to help uninsured patients maintain their health. They learned about the thrift store where low-income families could purchase food and household goods for as low as $0.25.
Scott, grew up in a community that had a large portion of its population struggling with economic hardship. His family often helped families who were going through difficult times. They would assist with charity events, deliver firewood to low-income households to heat their homes, and even donate food from their farm to hungry families.
Scott hasn't forgotten his family's efforts to help, and the impact it had on him. That's one reason why he and his wife Chrissy believe so strongly in helping others.
Today, Scott and Chrissy own a successful branding & marketing design firm in inner SE Portland called Fiction. Amidst large marketing campaigns for the likes of Adidas and the NBA All Star Game, Scott, Chrissy, and their staff commit some of their time and talent each year to a cause they believe in.
After the 2009 Awards Dinner, Scott and Chrissy sat down with PACS Executive Director Paul L. Cole and Development Associate Brian Vistaunet. They asked what PACS might need on the branding and marketing front.
Paul and Brian had just the project.
PACS needed a brand update. Badly. While the old PACS logo (shown below) had served it well for a time, it had outlived its useful professional life, and now appeared unprofessional, outdated, and irrelevant. It had become a poor visual representation of a charity that remained innovative and VERY relevant for families needing basic services look food and health care.
Then there was the mission statement. It covered a lot of ground. Probably too much. It was long, wordy, and hard to remember.
A revitalized brand was needed to give PACS a more professional visual identity--one that reflected the scope, capacity, quality and impact of PACS programs for low-income individuals.
Fiction gladly took on the redesign of PACS logo and wordmark. The design team developed several ideas which they presented to PACS. These ideas were narrowed down and refined until a final product was ready to reveal at the most recent Awards Dinner & Auction on October 6.
Here is the result:
It is beautiful, engaging, and has a subtle but distinctive "mission-element" built into it that speaks to PACS mission to reflect Christ's example in its services.
The logo can also be used in the following variations to suit different circumstances:
Fiction also helped PACS focus its mission statement, giving it more impact and making it easier to remember.
The old mission read:
"Portland Adventist Community Services follows Christ's example in nourishing mind, body and spirit. We are committed to being an avenue of God's love and care as we foster dignity among those we serve."
The new version simply reads:
"Following Christ's example, we are committed to nourishing the mind, body, and spirit, while fostering dignity among those we serve."
PACS recently announced plans to launch a Dental Clinic which would meet a critical need in the community for people without dental insurance. It's going to cost some money. The new logo and mission will help PACS enhance its fundraising efforts around the launch campaign, and develop the longer-term annual funding needed to sustain the Dental Clinic for years to come.
The Dental Clinic is just one example of the many areas where a stronger, more professional visual identity will enhance PACS ability to make a positive impression. And, of course, a positive impression can lead to more support and a greater impact for needy families in Portland.
We want to thank Scott & Chrissy and everyone else on the tremendous team at Fiction (Chris Adams, Joon Chatigre, etc.) for this incredible donation. The connection to services for people in need may not be obvious on the surface, but it is there and it is huge. It WILL have an impact.
Fiction hasn't charged us a penny for this their work. Yet those of us on the PACS team who worked with them were treated like valued customers. And when the team presented their ideas and shared the reasoning behind them, we came away feeling like they had fully captured the mission, purpose, and identity of our organization, and integrated that into their ideas.
We are honored to be given such a wonderful gift and thankful for the great experience it was working the team at Fiction. With a tremendous gift like this comes tremendous responsibility, and we promise to do everything in our power to leverage the new branding elements to make an even greater difference for low-income families in Portland.
Scott and Chrissy Petersen were not sure what to expect when they arrived at the 2009 PACS Awards Dinner & Auction. They entered the room and found their seats. It looked like many of the other charity events they had seen.
But Scott & Chrissy soon realized that PACS wasn't just another organization. They heard the stories of people who were served. They learned about the food pantry model that helps people choose their own food. They learned about the clinic and the doctors that volunteer their time to help uninsured patients maintain their health. They learned about the thrift store where low-income families could purchase food and household goods for as low as $0.25.
Scott, grew up in a community that had a large portion of its population struggling with economic hardship. His family often helped families who were going through difficult times. They would assist with charity events, deliver firewood to low-income households to heat their homes, and even donate food from their farm to hungry families.
Scott hasn't forgotten his family's efforts to help, and the impact it had on him. That's one reason why he and his wife Chrissy believe so strongly in helping others.
Today, Scott and Chrissy own a successful branding & marketing design firm in inner SE Portland called Fiction. Amidst large marketing campaigns for the likes of Adidas and the NBA All Star Game, Scott, Chrissy, and their staff commit some of their time and talent each year to a cause they believe in.
After the 2009 Awards Dinner, Scott and Chrissy sat down with PACS Executive Director Paul L. Cole and Development Associate Brian Vistaunet. They asked what PACS might need on the branding and marketing front.
Paul and Brian had just the project.
PACS needed a brand update. Badly. While the old PACS logo (shown below) had served it well for a time, it had outlived its useful professional life, and now appeared unprofessional, outdated, and irrelevant. It had become a poor visual representation of a charity that remained innovative and VERY relevant for families needing basic services look food and health care.
Then there was the mission statement. It covered a lot of ground. Probably too much. It was long, wordy, and hard to remember.
A revitalized brand was needed to give PACS a more professional visual identity--one that reflected the scope, capacity, quality and impact of PACS programs for low-income individuals.
Fiction gladly took on the redesign of PACS logo and wordmark. The design team developed several ideas which they presented to PACS. These ideas were narrowed down and refined until a final product was ready to reveal at the most recent Awards Dinner & Auction on October 6.
Here is the result:
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| PACS new visual identity, as designed by the team at Fiction, a branding & marketing firm based in SE Portland. |
It is beautiful, engaging, and has a subtle but distinctive "mission-element" built into it that speaks to PACS mission to reflect Christ's example in its services.
The logo can also be used in the following variations to suit different circumstances:
.png) |
| New logo with short-form wordmark |
.png) |
| New logo with long-form wordmark |
.png) |
| New logo by itself |
 |
| Old, outdated logo that is being replacing. |
Fiction also helped PACS focus its mission statement, giving it more impact and making it easier to remember.
The old mission read:
"Portland Adventist Community Services follows Christ's example in nourishing mind, body and spirit. We are committed to being an avenue of God's love and care as we foster dignity among those we serve."
The new version simply reads:
"Following Christ's example, we are committed to nourishing the mind, body, and spirit, while fostering dignity among those we serve."
PACS recently announced plans to launch a Dental Clinic which would meet a critical need in the community for people without dental insurance. It's going to cost some money. The new logo and mission will help PACS enhance its fundraising efforts around the launch campaign, and develop the longer-term annual funding needed to sustain the Dental Clinic for years to come.
The Dental Clinic is just one example of the many areas where a stronger, more professional visual identity will enhance PACS ability to make a positive impression. And, of course, a positive impression can lead to more support and a greater impact for needy families in Portland.
We want to thank Scott & Chrissy and everyone else on the tremendous team at Fiction (Chris Adams, Joon Chatigre, etc.) for this incredible donation. The connection to services for people in need may not be obvious on the surface, but it is there and it is huge. It WILL have an impact.
Fiction hasn't charged us a penny for this their work. Yet those of us on the PACS team who worked with them were treated like valued customers. And when the team presented their ideas and shared the reasoning behind them, we came away feeling like they had fully captured the mission, purpose, and identity of our organization, and integrated that into their ideas.
We are honored to be given such a wonderful gift and thankful for the great experience it was working the team at Fiction. With a tremendous gift like this comes tremendous responsibility, and we promise to do everything in our power to leverage the new branding elements to make an even greater difference for low-income families in Portland.
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