Habitat for Humanity rebrands

WASHINGTON: Habitat for Humanity, the Americus, GA-based non-profit known for building houses for the poor, unveiled a new logo as part of an updated brand identity.

WASHINGTON: Habitat for Humanity, the Americus, GA-based non-profit known for building houses for the poor, unveiled a new logo as part of an updated brand identity.

Although the organization has more than 1,700 affiliates worldwide, the organization never had a unified, unique symbol common to all of the affiliates, according to Jessica Ullery, Habitat's director of marketing and brand strategy.

"A strong brand identity helps support and promote Habitat's core mission," she said. "It's our hope that by building an even stronger brand identity, we will ultimately be building even more homes for families in need."

Ullery added that the rebranding effort has been aided by Habitat's corporate partners, who have been notified of the new logo and are promoting it on their own websites.

According to Interbrand, an organization that analyzes brand value, Habitat has about a $2-billion brand value. However, the group found that while 90% of Americans recognize the name Habitat for Humanity, only 10% recognized the old logo.

"We're hoping our affiliates around the world will be able to leverage Habitat's brand identity in their own community," Ullery added. We want to "give them the tools to create a strong visual identity."

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