Second Chance Tucson
Through a design thinking process, it was determined that the original logo did not communicate a message of connection between the stakeholders and returning citizens. The goal was to create a brand mark and brand image that was approachable but also professional bridging the gap between returning citizens and potential employers sending a message of moving forward and progress. Thus the use of the arrow like shapes designed in the logo symbolizes stability but progress. The visual communication message needed to communicate a professional tone through the use of color and logo design and implementation.
Second Chance Tucson’s focuses on assisting individuals with criminal convictions in getting jobs. A high emphasis is placed on the connection between individuals, both among themselves and with businesses and organizations.
