The Insight
Equity and partnership are at the core of Evident Change’s brand. However, these values were overshadowed by the complexities of the data-driven expertise that makes both possible.
Research also showed that Evident Change needed to clarify their stance. They share a mission of transforming the lives of people living in and affected by social systems. To support professionals, without condescending to or indicting said people or systems themselves, they needed to establish common ground.
The Journey
To translate the brand from features-focused to benefits-driven position, we partnered with their leaders to create a new name. Evident Change, as opposed to National Council on Crime and Delinquency, repositions them as partners, not authorities. The new name acknowledges their rigorous approach to evidence-based research and commitment to meaningful and sustainable change.
The embedded bar chart in their logo is a nod to their data-informed approach. Connecting the E’s in the two words visually signals their commitment to joining forces and collaboration to power change. Visual elements build upon each other to tell a bigger story to signify balance, equity, and forces joining.
The Impact
Evident Change is now known for their belief that systems should help people achieve their greatest potential, not create barriers to success. They successfully promote the idea that by joining forces with those who work in our systems and the people they serve, systems—and our society—become more equitable from the inside out.
We LOVE, LOVE, LOVE this logo and vis ID. It feels human and connected, which is so important for our rebrand. The logo is **chef’s kiss**. The typeface’s combo of roundedness and pointiness makes it feel balanced, and we loved the graphic element of the colored bars, which evoked change, data, and a path.
Erin Hanusa, Director of Communications, Evident Change