Since 1953, Bay Area Community Services has provided compassionate care to preserve the health and dignity of at-risk seniors and mentally ill adults in Alameda County. BACS chose KenCreative to revitalize the brand aesthetic to reflect the relevant, life-changing work its employees do on a daily basis.

The KenCreative team replaced the old BACS tagline with “Bay Area Community Services” to give the general public clarity around what the BACS acronym stands for. The team then refreshed the color palette by replacing the gold with a soft orange and, because the brand had equity in their iconic blue color, the team brightened the blue to add more life to the logo. Finally, the team cleaned up the house icon and replaced the existing font with a clean, easy-to-read serif font. The resulting logo is a clean, legible, and uplifting image that accurately represents the positive change that BACS brings to the communities it serves.

KenCreative also created accompanying brand standards, which were applied to the new website and marketing collateral.