Bay Area Black United Fund
The Bay Area Black United Fund (babuf.org) motivates the Bay Area African American community to improve their wellness. Wellness is defined holistically: physical, mental, financial and emotional health.
Their brand attributes include inspirational, accountable, excellence, leadership, aggregator and a conductor/convenor (as in an orchestra conductor). A key element is how BABUF's inspires its community to take care of itself, to come up with solutions from within - even if it is one person at a time.
BABUF has existed for 30 years - they were a result of the civil rights legacy. There is a loose coalition of other "BUFs" although if you look at them for inspiration, you will see how "diverse" the coaltion is. There is not a need to link to any other BUF identity.
As BABUFs moves into the future, they need a logo that presents them as contemporary, holistic, and supportive of their community's self-support of their health.
Bay Area African Americans aged 35 - 50 who are willing to either give money or time to BABUF. They have a pragmatic approach to race relations, a la Obama, rather than a militant approach, a la the Civil Rights Movement.
The Bay Area is defined as the area in Northern California around the San Francisco Bay Area. It is a highly multi-cultural area with many new residents. Someone with "roots" has lived here just one generation. As a result, it is a very creative community - open to new ideas.
Logo needs to work in color and in black & white.
Logo will live online and in print. so we need both CMYK and RGB versions.
it needs to read on small forms like business cards and letterhead and in large formats like outdoor billboards.
It should feel iconic
If you choose to use the name in the logo, you may use the acronym BABUF.;
It is not a requirement for the name to appear in the logo, However, the name will appear adjacent to the logo.
There is no tagline.
The logo needs to appeal to an adult American African/American audience. This is NOT a hip-hop or RAP audience. It is not angry. It should be inspirational, perhaps spiritual. Ir should engender a holistic self-motivated community. It should resonate with a black audience.
You can see the existing logo (which we dislike very much) on their website: babuf.org.
as a side note, the website will also be changed so that it is contemporary, matches the brand as described above and clearly describes the work of BABUF.
Please do not use stock imagery or photography.