Branding Center for Independent Living of Central PA

Project Overview

Center for Independent Living of Central PA (CILCP) had gone through a leadership change that brough fresh thinking and new priorities. The organization was also facing funding obstacles as their brand was fragmented by multiple names and divisions.

Christman Consulting partnered with the executive director to dissect the issues with a “brand focus” exercise that allowed us to frame-up the brand essence of CILCP. Through this effort we learned the staff did not relate or understand their current logo.

After building out the organization’s brand essence we explored a modern logo that would be simple, memorable, timeless, versatile and appropriate. We landed on using an abstract marque similar to the Nike swoosh or Mercedes wheel. The new design epitomizes freedom to choose, breaking down barriers, and independence—everything CILCP represents. The look is clean, simple, modern but not trendy.

We chose to do an abstract logo because they are great to express ideas more effectively than words. Other types: Letterform logos (McDonalds, General Mills) and Wordmarks (Disney, Makita) incorporate the name and these types were off the table since the CILCP name may change.