JTL Gets a New Look

The Joy to Life Foundation recently “rebranded” with a new logo and new overall look. We asked JTL co-founder Joy Blondheim to share the motivation for the change and inspiration behind the fresh style. But don’t worry, pink is still the power player!

JOY mag: What prompted the Joy to Life Foundation to rebrand at this time?

Joy B.: When the original logo was created 20 years ago, the foundation’s geographic focus was the River Region, and we had no concept at that time of the future scope of the Foundation or the success of its reach. Today, Joy to Life serves all 67 counties in the state, so it was fitting to base its new identity on the shape of the state of Alabama.

What were the thoughts, ideas and inspiration driving you and the JTL team during rebranding process? 

Over the past several years, the JTL Foundation has experienced tremendous growth, helping women and men of all ages get the necessary screenings they need and so richly deserve. Part of this growth was expanding our funding to all 67 counties in the state of Alabama. The JTL Foundation is the largest private provider for breast screening in the state.

What messages and feelings do you want the new branding to convey?

The new logo tells everyone who sees it that we are statewide breast cancer organization.  It was very important to us and our team that people recognize that we live in Alabama, and we help low-income men and women ONLY in Alabama.  It was also important to ensure that when people make a donation to JTL, they know that their money stays in Alabama.

Why is something like good branding important for an organization like the Foundation? How does it help JTL do its work and accomplish its goals?

A brand for a non-profit distinguishes the organization from other similar brands. How the brand communicates the mission of the organization is very important.  A brand whose core lies in caring and support, whose attitude and tone of voice is warm and human and whose actions are authentic should have a visual identity that matches these promises. In this case, the Joy to Life Foundation differentiates itself with our mission to “Live here. Give here.” By adding the state outline to the widely accepted symbols of a ribbon and the color pink, the new branding and logo set the Foundation apart from national organizations with a similar mission.