Seasonal Visual Branding: When to Adapt and When to Stay Consistent
- mdaponte
- May 19
- 2 min read
Updated: 2 days ago
Our client, Bay Cove Human Services, provides critical support to more than 25,000 adults, children, and families each year across Greater Boston and Southeastern Massachusetts. With a presence in communities throughout the region, Bay Cove offers compassionate, expert care to individuals facing complex challenges—including mental illness, developmental disabilities, homelessness, substance use disorders, and the effects of aging—always grounded in a deep respect for each person’s dignity and humanity.
A key part of Bay Cove’s mission is celebrating the diverse people it serves. This includes recognizing, honoring, and educating others about the rich histories, cultures, and contributions of the many communities within its care. When the organization approached us to create culturally themed versions of its logo for various awareness and heritage months, we saw an opportunity to meaningfully support that commitment.
As stewards of brand integrity, we approach any modification to a visual identity with care and intention. For this project, our goal was to ensure each design remained celebratory and respectful, without compromising the strength or clarity of Bay Cove’s established brand. To do this, we identified three key considerations:
Context of Use: The themed logos would appear exclusively on Bay Cove’s social media channels, and only during the corresponding awareness or heritage month. Because these posts would exist within a clearly branded environment, the audience would understand these variations as both temporary and commemorative.
Scope of Modification: Only the icon portion of the logo would be adapted—no changes would be made to the logotype. Text around the icon would simply indicate the name of the themed month being recognized.
Brand Color Standards: According to Bay Cove’s brand guidelines, any time the icon appears on a non-brand color background, it must be presented in white. We honored this standard throughout the project to maintain visual consistency and brand clarity.
By aligning creative expression with brand discipline, we were able to establish a clear set of design parameters that allowed us to develop a series of themed logos that honored Bay Cove’s mission while maintaining the integrity of its identity.
Bay Cove is so happy with these logos that bring awareness and joy to the diverse people that they serve — and we are too.
If you would like to learn more about Bay Cove Human services and read stories about what they do please check out baycovehumanservices.org
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