When Grand St. Settlement came to us about rebranding their organization we were absolutely thrilled to be a part of creating a fresh, new and distinct identity for such a historic and inspiring neighborhood resource. Based in the Lower East Side of New York City with a branch in Bushwick, Brooklyn, their mission is to expand opportunities for low-income families and individuals by providing culturally relevant services that support community-building, advocacy, self-determination and an enriched quality of life. Since it’s founding in 1916, Grand St. Settlement has offered a broad range of innovative programs including early childhood, youth development and community support for adults and seniors.

The incredible cultural diversity and the extensive assortment of assistance throughout Grand St. Settlement was the main focus of our redesign. From academic enrichment, social activities and recreational programs to job readiness training, free hot meals and health screenings, Grand St. Settlement encompasses a wide range of services. Without one main focus, the challenge for us was to create an identity that embodied Grand St. Settlement as a whole.

Our research began with studying related logos, such as the settlements other non-profit organizations nearby, as well as strong and successful identities in the same field.

We narrowed our ideas down to three compelling logos, and presented them to the client. One was very concrete, representing the neighborhood and a sense of family inside the community, while the other two were more abstract concepts and conveyed a sense of diversity, growth and playfulness.

The client ultimately chose one of the more conceptual logos, with a rich color palette that reflects not only the colors of the brick and brownstone in the surrounding neighborhoods, but also a sense of hope, positivity, warmth and peace. The contrasting color palette inherently represents diversity, movement, and innovation. The figures joined in a circle reaching outward creates a welcoming impression of unity and togetherness which is what is instantly felt when walking through the doors of Grand St. Settlement.

Because the client preferred to see the “Street” part of their name de-emphasized, we altered the final logo to appear more like “Grand Settlement” which is what they hope to eventually become. We look forward to revealing the website design as well as some accompanying printed materials — including business cards and stationery. Stay tuned for more!