Habitat for Humanity introduces new logo to symbolize mission, enhance brand
AMERICUS, Ga. (May 2, 2005) – Habitat for Humanity, which is poised to celebrate three milestones – its 200,000th house worldwide, its millionth person housed and its 30th anniversary – is today introducing a new logo to secure and promote a consistent image around the world.
“As an organization, Habitat for Humanity is tremendously blessed by a clear mission, dedicated partners and a well-established name,” said Chris Clarke, Habitat’s senior vice president of Communications. “A consistent, common identifier will only enhance our brand, which already helps ‘pave the way’ as we communicate who we are and what we do.”
The former logo, featuring two people with upraised arms sheltering a house, has served Habitat well for a number of years, but it was too similar to other marks to allow it to be registered and protected. The new blue and green logo, featuring three people with raised and interlocked arms beneath a sheltering roof, provides for protective registration and will establish a unified look among all Habitat for Humanity affiliates, regardless of size, location or length of affiliation.
One thing won’t change, though, Clarke stresses, “the mission. Building simple, decent houses in partnership with families desperately in need remains our No. 1 commitment. Now is just the time to establish the same continuity in the name and look as there is in our purpose.”
“The new logo symbolizes volunteerism and the community spirit of neighbors helping neighbors,” said Paul Leonard, Habitat’s chief executive officer. “In it, three human forms stand united in purpose, their arms lifted to act on the world’s need for decent housing, not hanging idle as if the work were complete. The rounded edges suggest a search for harmony, the universality of family and gentleness of spirit that springs from the hearts of Habitat partners.
“The roofline represents shelter, to be sure, but also symbolizes the Habitat mission, under which people of all races, ages and religious beliefs come together for the common good. Habitat’s name is prominently featured in the logo, and the three forms united together as one also represents the Trinity and Habitat’s Christian foundation.”
The logo was a team effort that sprung from suggestions that poured in from Habitat affiliates and national offices around the world. Taking these suggestions and others, Habitat’s international design team deliberately developed a mark that would transcend different cultures and communicate Habitat’s missions, goals and values.
The logo will establish a single mark for the organization, one that will take advantage of Habitat’s nearly $2-billion brand value, as established by Interbrand, an organization that analyzes brand value. The group found that while 90 percent of Americans recognize the name Habitat for Humanity, only about 10 percent recognized the former logo.
“Throughout Habitat’s 29-year history, affiliates have used a variety of different logos to represent their work in a community,” said Clarke. “As a result, there wasn’t a single strong brand identity that Habitat could attach to its name. This gives us a universal identifier that people know as Habitat from Humanity, whether they are in Guam or Guatemala, America or Armenia.”
This global identifier is especially important now as Habitat readies, in 2006, to celebrate its 30th anniversary, and to dedicate, in August, its 200,000th house in Knoxville, Tenn., and some 24 minutes later, its 200,001st house on the other side of the world in the tsunami-ravaged area of Galle, Sri Lanka. The house in Tennessee will also provide shelter for Habitat’s millionth person.
“The adoption of the new logo is an important decision, not just whimsy,” said Leonard. “It is a first step in becoming a stronger, more unified and collaborative organization – one that is readily identified by our many supporters and one that promotes the work of local organizations that have a worldwide impact.
“For the first time, this gives us a legally registered and protected trademark to promote the name and the mission of Habitat for Humanity.”
About Habitat for Humanity International
Habitat for Humanity International, based in Americus, Ga., is an ecumenical Christian ministry dedicated to eliminating poverty housing. www.habitat.org