Beyond Color: A Brand Refresh Rooted in Inclusivity
Richmond, Virginia — Birth in Color presents a vibrant brand refresh that reflects its ongoing commitment to progress and inclusivity. This transformation, inspired by our groundbreaking "Color Theory" initiative, reimagines Birth in Color’s visual and narrative and vision for a more inclusive future.
Cultivating Colorful Impact
When Executive Director Kenda Sutton-El first presented the idea of COLOR theory, we were so thrilled to implement it into a visual experience based on our pre-existing brand identity. ‘
Color Theory" isn't just a program name, it's our manifesto. More than just a visual refresh, our brand transformation embodies the vibrant spirit of change we're championing. We're committed to uplifting communities, inspiring action, and ensuring every birthing person feels joy, support, and empowered throughout their journey.
Reimagining Representation
Our iconic square logo remains at the heart of our identity, but it now radiates a "COLOR” rainbow, where each letter is lovingly paired with a distinct hue from our original color palette: magenta, yellow, green, light blue, and navy. This spectrum celebrates our commitment to diversity and reflects the vibrant communities we serve.
Purple, while seemingly missing from our spectrum, is a color symbolizing enlightenment, encouragement, compassion, and wisdom. With a DEI program being at the core of Color Theory - purple will grace materials celebrating program milestones for participants.
With a focus on diversity, we’ve also created a skin tone palette specifically curated to represent the beautiful spectrum of people we serve. From website banners to social media graphics, our new collection of diverse hues will ensure everyone feels seen and celebrated through the content and collateral we share.
Bringing Our Vision to Life
We are incredibly grateful for the artistic collaboration of Alyssa, a gifted digital and traditional artist who shares our passion for empowering communities through visual storytelling. Inspired by "Color Theory", Alyssa has generously volunteered her time and talent to create a captivating series of illustrations that vibrantly brought Color Theory to life.
This invaluable collaboration was made possible thanks to the support of the Virginia Foundation for Healthy Youth (VFHY) and Catchafire. VFHY's commitment to fostering community partnerships granted us access to talented volunteers like Alyssa, enabling us to enrich our communication and storytelling without additional cost. Thanks to the platform Catchafire, we’ve been able to lead an array of incredible projects just like this one — which has saved our organization a cumulative total of $267,591.
Font & Design Choices:
Our typeface has also undergone a metamorphosis, embracing the timeless essence of Roca, a font reminiscent of Times New Roman, with a touch of contemporary flair. Montserrat, a modern typeface, is paired alongside Roca, infusing our designs with modernity. This carefully chosen duo reflects our commitment to tradition while embracing the future.
Beyond the Colors: A Commitment to Action:
Our brand refresh is more than just a new coat of paint; it's a declaration of our unwavering commitment to change. The vibrant colors and modern fonts embody our passion and dedication to building a more equitable future for all.
As we continue to develop "Color Theory" into a program fostering connections between healthcare providers and patients, our refreshed identity serves as a constant reminder of our mission: to uplift communities, inspire action, and ensure every birthing person experiences joy, support, and empowerment throughout their pregnancy and parenthood journeys.
We invite you to join us on this journey of transformation. Explore our website, follow us on social media, and witness the power of color and design in action.
For press inquiries, interviews, or further information, please don't hesitate to contact our team at Hello@BirthinColor.org.