By Their Side guides families and advocates for Marylanders with developmental disabilities. By Their Side believes everyone deserves respect, choices, and quality of life.
Logo Development
After successful completion of our marketing strategy phase, we conducted our name development process and presented the client with a shortlist of names which included, "By Their Side". Although our approval panel consisted of a variety of perspectives, we successfully gained the consensus on the name and were next charged with creating a visual mark.
The typographic treatment of the logo form of the name is set in lowercase, round letterforms and kerned together to reinforce the "side-by-side" concept. The visual voice with its large, open font, suggested a warm, approachable and friendly organization.
The dots of each "i" were replaced with the "arm" of a black-eyed susan petal — Maryland's state flower. The "arms" were ajoined to suggest that if they were given a human form, they would be holding hands. The flowers, one large and one small, convey a parent/child or caregiver/one in need of care relationship. The magic of the mark is that it can be interpreted in various ways, but each interpretation is on target with how the organization wants to be perceived.
Client Feedback:
"The stationery and supplies came today. It was like Christmas! I got chills reading the new brochure — it is so, so good. I've already used the note cards. I found that I can easily put them through the printer, so we'll be doing all of our contribution thank yous using them. The printing looked great on all the letterhead, envelopes and cards. Thanks again for working with us on this project! Everyone continues to be so impressed with the new name."
Beverly Rill
Executive Director, By Their Side, Inc.
