Centering facts for a reproductive rights-focused rebrand
Following the overturning of Roe v. Wade, the Guttmacher Institute, a leading research organization for sexual and reproductive health and rights (SRHR), urgently needed a stronger and more consistent brand to unify their voice and amplify facts. Big Duck designed a straightforward and accessible new brand identity that allows Guttmacher to effectively communicate their critical data and policy analyses, represent who they are as an organization, and strengthen collaboration with key stakeholders, including advocates, donors, funders, policymakers, media, researchers, and partner organizations.
Asking the right questions to uncover brand needs
A rigorous research and discovery phase, which included in-depth interviews, surveys, and focus groups with Guttmacher staff, board, and key stakeholders, conveyed the importance of a brand that could position the organization to meet critical needs in the SRHR space. Other research insights revealed a desire for the brand to reinforce Guttmacher as an accessible, inclusive, and action-oriented thought partner.
Updating an established brand to meet the moment
Guttmacher’s new logo simplifies the expression of the organization’s name to a single word to stylistically convey accuracy and it relies on lower-case letterforms for a more approachable tone. Beyond the logo, Big Duck’s comprehensive rebrand included a new color palette, typeface, and guidance to define and organize their sub -brands. Additionally, we created a new tagline, “Center Facts. Shape Policy. Advance Sexual and Reproductive Rights.” which elevates Guttmacher’s mission, reinforces the role of data and evidence in the fight for effective public policy, and serves as a call to rally audiences.
Providing the tools to boost their mission
Guttmacher staff shared their enthusiasm and appreciation for the impact the new tools and identity have had both externally and internally. With a more compelling and flexible visual system, Communications team members’ ability to ramp up content creation and confidently address rapid response needs has improved dramatically. Additionally, collaborative design work with researchers and partners has become more straightforward with the new brand identity and style guidelines.
