New Look. Same Important Mission.
It’s modern, it’s new, it’s dynamic, and it emphasizes the urgency and significance of our mission. This week Big Brothers Big Sisters announced an exciting new brand for the organization. The new, updated look and messaging are intended to increase public awareness of BBBS’ life-changing work, appeal to a new generation of volunteers and donors, and re-establish BBBS as the leading mentoring organization in the United States. More than 270 BBBS affiliates across the country, including BBBS of Central Texas, participated in the national brand launch on October 1st.
“The new brand includes a new logo and a new look, but it’s much more than that,” said Brenda Lindfors, BBBS of Central Texas’ VP of Marketing. “Our primary focus is on matching children with mentors who can help them achieve success in life. The new brand maintains that focus with a call to action to help children realize their full potential.”
“We know that every child is filled with potential,” Lindfors continued. “BBBS’ new messaging challenges adults everywhere to recognize and ignite that potential in order to help children achieve their biggest possible futures.” To that end, the new brand designates BBBS agencies, donors, volunteers, partners, parents and staff as ‘Defenders of Potential’ – BBBS’ new tagline.
“The need for young people to have positive role models in their lives is more urgent than ever,” Lindfors said. “We know that kids who have that support do better academically, socially and emotionally. To attract more volunteers of all generations, all races, and all genders, we needed a modernization of our brand to meet the essential work of matching youth with mentors in caring, one-to-one relationships.”
The organization is intentionally focusing on action-oriented messages that urge adults in the community to take a stand for children. Big Brothers Big Sisters’ mission and the organization’s proven mentoring model of connecting one adult with one child and providing professional support for that relationship at every stage will remain the same.
“In our community, we know that youth are facing numerous challenges. Our organization’s new brand is designed to ensure that we can serve more children in Central Texas by recruiting more volunteers,” said Brent Fields, BBBS of Central Texas’ CEO.
The new logo, designed by marketing agency Barkley, with input from Big Brothers Big Sisters affiliates, key stakeholders, and Littles, represents the powerful relationship between Bigs and Littles. The small “b,” which symbolizes the Little, is at the center of the mark, and the green lines that complete the capital “B” symbolize the Big, who empowers the Little. The electric green color signals change.
“We are excited to incorporate the new look and brand into our content and communications,” said Fields. “The quality programming and one-to-one mentoring we’ve always provided has not changed. Our goal, as always, is to help children succeed in life. These changes will advance our work by increasing our capacity to serve more children and families as we go forward.”
“In order to be as relevant as possible in our ever-changing culture, and to continue to attract volunteers from every generation, it is imperative that we grow and evolve. We’re excited to see what the future holds.”
The brand positioning and new look are just the beginning. In the coming year, Big Brothers Big Sisters of Central Texas will transition to a new, modern, nationwide technology system, participate in new training, and implement a national campaign to recruit additional volunteers.
Learn more about our new brand here
Watch our new brand video, “Potential is Everywhere,” here