Transition March For Science Chicago into a new, sustainable group: The United Sciences of Chicago.
With such a young and successful brand established, a rebrand was not ideal. However, in order to sustain our programs and establish ourselves locally, it had to be done.
We stuck by two principles:
• The genesis of the brand must be formed from the alternative designs, colors, and fonts of March For Science Chicago
• The redesign would be a transition, not a switch
The name echoes a slogan we utilized throughout the march: The United Sciences of America.
It evokes unity and science, while staying true to its core of civic pride and duty. The associated inverted stars and bars pulled from the signs that were displayed across the March. The accentuated scrawl of the brand name evokes the handwritten signs of our tens of thousands of supporters.
It wasn't starting from zero, but there was a lot at risk. The "glitch" was inspired by our transition: a sudden/quick shift, revered in its own manner. A "glitch" is technical in nature and messy, so we leaned into it. Fading the new logo in over the course of a few months.
The effect: a familiar feel, responsive as ever audience, a new digital media series and a sold-out kick-off event.