REBRAND CASE STUDY
BORN AND RAISED DETROIT (BARD)

Born & Raised Detroit IS A 501(c)(3) Foundation THAT supports initiatives that contribute to building a stronger community and positive way of life for the youth of Detroit.

BARD believes that an inspired, educated, and creative youth is the key to our city’s progression.

They are 100% volunteer and 100% of proceeds go to empowering the upcoming generation of young Detroiters.

2019 marked the 10 year anniversary for BARD

they were now established and was ready to be attractive and get more attention. Thinkcarmen and Bard joined forces and commenced a journey to rebrand and become a classic timeless “new” brand.

What we noticed

We first commenced analyzing their current logo, we saw what worked and what didn’t work—for example, accessibility issues. There are many different types of typefaces that seem to be clashing, the use of opacities is very hard to read, wasn’t created with various styles of implementation mind (print, digital, tight spaces, or at large scale). The brand appeared on live tv multiple times, but didn’t gather any momentum due to legibility issues (see below).

studies, research and messaging

NOTICEABLE PROBLEMS TO QUICKLY SOLVE

Legibility: the logo is difficult to read and doesn’t pass accessibility. Variation of logo lacks different styles for implementations in multiple places. Complex, mixed styles within, which makes it very busy. In general the logo is dated and not suitable for today.

our research results

BARD believes that an inspired, educated and creative youth is the key to the city’s progression.

IMPLEMENTATION

To rebrand the logo, we will need to be Clear, simplified, timeless, and have variations. We need the new logo to be Clear for a quick read and to be noticed fast. Simplified, remove the excessive elements but still stay unique and meaningful. Timeless without a fad attached to it, the logo needs to be able to withstand time and easily evolve. Variations, think of a holistic approach for all possible implementations, print and digital.

WHAT IS THE MESSAGE?

We need to stay true to the beliefs of creativity and the for the youth better future, our keywords are: education, building blocks, revival, inspire, strengthen, empower, brighter future, love.

main Inspiration

Building blocks to inspire and strengthen the youth. For the youth to look the brighter future. Words that advocate their belief: education, empowering, strengthening, revival, LOVE. In whole, their new mission statement was born: Building foundations by strengthening the youth.