BCNC

Founded in 1969, BCNC has expanded from a small Chinatown community initiative into an organization with three locations across Greater Boston offering a broad range of programs and services for children, teens, and adults.

BCNC’s new logo and brand system had to represent where the organization is now while also reaffirming a commitment to their mission of supporting new immigrants with the resources they need to thrive in the United States.

The original logo was outdated and difficult to use, but it was widely recognized by the community within and outside the organization. When rethinking the identity, it was important to ground the design in the existing brand to make it clear that BCNC is still the same trusted organization it has always been.

At the same time, it was crucial to take a modern approach to the visuals that would show how BCNC had grown and evolved.

The new brand identity expanded on the existing color palette and the logo was inspired by the house shape embedded in the original design which featured the Chinese character for “person” as the roof. The curved shapes add softness and approachability while also feeling modern and sophisticated through the use of a clean sans serif typeface.

The stacked roofs of the new logo point upward toward the sky, symbolizing the limitless potential of those BCNC serves. The three roofs also represent community, the multiple BCNC locations, and the continual growth of the people and families who use BCNC’s services.

The brand identity needed flexibility to represent all the different programs, initiatives, and audiences while being easy to use and ensuring accessibility. We created guidelines and provided assets that would help in deploying and maintaining the new brand, giving BCNC the set of tools they needed to continue to expand and thrive.