Anon approached the challenge to refresh the identity for the Heart of the City Foundation in Downtown Orlando by listening intently to the needs of the organization. The desire to create an identity tied closely to the First Presbyterian Church of Orlando while maintaining the trustworthiness, expertise, and leadership in the community was paramount.
In the span of more than four decades, Heart of the City Foundation has funded more than $8 million in grants to local and worldwide ministries, community outreach groups, emergency aid programs, and educational enrichment. Fostering the next generation of leaders, Heart of the City Foundation has provided more than 1,000 scholarships to college and seminary students. Additionally, the foundation has developed an expertise in asset-based giving, managing tax-smart gifts in real estate and business interests.
Inspired by the heart found in the original identity, we created a brand icon that links the strength and bond that Heart of the City Foundation creates through ministering to the city. The combination of the two chain links creates a sophistication and strength to the icon.
The simple typographic wordmark further compliments this icon as well as ties it to the First Presbyterian Church of Orlando’s identity. The color palette makes a strong connection to the First Presbyterian Church of Orlando’s brand colors.
