A challenging re-brand of an established social justice non-profit.
The Unitarian Universalist Service Committee (UUSC) is a nonprofit, nonsectarian organization that advances human rights and social justice around the world by partnering with an international community of grassroots groups and advocates. UUSC has a legacy built over nearly 80 years of helping to dismantle systems of oppression and uplift the inherit dignity of people everywhere.
Designing a logo for an organization with such a rich history was challenging. After a couple of meetings with the principals, we settled on two primary objectives:
With this in mind, we designed and presented three conceptual directions. While each had its own merits, one stood out as a clear favorite among the organization’s directors.
In the final logo, the traditional Unitarian flame and chalice are combined with open hands, symbols of welcome and fellowship, as well as warmth and compassion. They also represent UUSC’s partnerships with grassroots organizations around the world. The symbol shows energy, movement, initiative and spirit. The forward tilt of the UUSC letterforms suggests immediacy and action.
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