New BAF Logo Unveiled

A new logo for the Bubel Aiken Foundation was unveiled today by the Anoroc Ad agency, based in Raleigh. A new website is also in the works by the same agency. In related news, the Clay Aiken logo (top right) won the Silver Addy, an award given out by the Triangle Ad Club of Raleigh. More information about the BAF logo can be found at Anorocagency.com, then clicking on Results in the lower left hand corner of the page. The ad agency released this statement on the new logo.

THE CHALLENGE:
The Bubel/Aiken Foundation was a startup foundation created by pop icon Clay Aiken and Diane and Mike Bubel. The Foundation needed to partner with an agency who could handle the diverse needs of a ational foundation and create materials that would allow the Foundation to command national recognition and support. Over 90 national agencies competed to become the foundation's lead agency. Anoroc was asked this September to recreate the Foundation brand to update the look and create a brand platform less connected to the image of it's founding pop icon.

CLIENT GOALS:
- Rebrand Foundation to be less connected to it's pop icon founder
- Build TBAF into a nationally recognized Foundation
- Create a brand that allows TBAF to become recognized as one of the nations leading foundations
- Create all materials to be usable in-house on client's PC system

ANOROC SOLUTION:
In redesigning TBAF brand, Anoroc began with focusing on the goal of TBAF - full inclusion for children with developmental disabilities into the main stream activities of daily living. Anoroc conducted research and discovered that one in every five lives are touched by a child with a disability. The goal of the logo became to develop an abstract interpretation of the research findings, reveal the goal of inclusion, and display the unique elements these children bring to the typical world around them. After finalizing the logo, brand color palette and typography selections, Anoroc began recreating the Foundation Web site to showcase the rebranding.

The Web site was designed with photos of children involved in life, a motif of interconnected swirls of color played throughout the site to signify inclusion. Anoroc built the site using the latest ASP.Net technology to allow greater flexibility in functionality. New site technology will allow blast email fund raising functions, on-line giving, e-news system to allow staff to capture and manage email volunteer, member and donor addresses and deliver eNewsletters.