JDRF Re-branding

I am just about coming to to an end of my internship with JDRF. I've had a great experience interning with them and plan to stay involved with the organization afterwards.

I wanted to share their new logo and their re-branding process:

For more than 40 years, JDRF has been a leader in the search for an end to type 1 diabetes, through both research funding and advocacy. During that time, we have always talked about a cure as a singular destination: a return to normal physiology.

But today, we realize that we are engaged in a process of curing type 1 diabetes - that a cure is not just a destination but also a journey along a path. And we recognize that a part of our mission must be to help those living with type 1 today to live healthier, easier, and safer lives until we arrive at the end of that path.

In addition, we understand that the word "juvenile" is no longer descriptive of the disease or those burdened with it. JDRF market research tells us that, today, 85 percent of those in the U.S with type 1 diabetes are adults. We must communicate that JDRF is an organization for ALL ages, and ALL stages of this disease.

The JDRF identity was created with these key considerations in mind. We have dropped the formal name "Juvenile Diabetes Research Foundation" from our identity and will be known simply as JDRF. This better reflects our commitment to work for ALL those with type 1 diabetes.

An essential graphic element in the logo design is the inclusion of the "T1D" symbol. Intentionally subordinate to the JDRF name, the symbol reinforces our focus on type 1 diabetes, and moves us toward establishing T1D as identifiable shorthand for this disease.

Another unique and recognizable element is the "momentum lines" that frame the JDRF name on top and bottom. This element helps to communicate the energy and urgency with which we are pursuing our mission. Most important, it is reflective of both the progress we've made and the accelerated progress we aim for.

The logo works in conjunction with the brand tagline to succinctly communicate who we are: the leader of the type 1 diabetes community, improving lives and curing type 1 diabetes.

Take a close look at the new logo and see if you can spot the 'T1D' symbol incorporated in JDRF. At first glanced I missed it, but take a closer look and you will see i.

Old Logo

New Logo

Walk to Cure Diabetes

Opening ceremony

As an intern for JDRF, this past Sunday was the 22^nd annual Walk to Cure Diabetes. I am proud to say it was a successful event. The walk is the most successful fundraiser for the JDRF NYC chapter.  Last year it raised 3.3 million and we hope the walk surpasses last year’s amount. Donations still come in a week or two after the walk has taken place. Therefore, it will be a few weeks before we have a final total.

Starting the walk

I want to explain how Battery Park was set up and the activities that were going on that day, so here goes…

There was a main registration area as well as team table areas. If you were part of team, company, school you had your own designated area to hand in donations, sign up if you hadn’t already and gather before the walk began. It was great seeing mothers, fathers, children, aunts, uncles and dogs coming together and showing their support. There were so many colorful creative team t-shifts. I was happy to hear that JDRF was having a t-shirt contest and they were going to announce the winners during the opening ceremony. I thought this was very creative, fun and a showcase of pride for the family teams.

There was a big stage where a DJ was playing music as everyone started showing up.  The opening ceremony happened on stage where they announced the walk details and introduced the C.E.O. and the Executive Director of the chapter who gave brief overviews of the mission and personalized the mission by adding a story of their own and how they are connected to type 1 diabetes.

JDRF was not alone at Battery Park, there were thirteen different vendors which each had a stand of their own. To name a few there was the Kids Corner, Diabetes Educations, New York Life was signing children up for the child ID program and Greater NY dietetic Association.  One of my favorites was an organization called Lilly Diabetes where they care for pediatric patients. Recently they parented up with Disney to create a children’s storybook about diabetes.  I thought this was creative and helps children understand a complicated disease.

My task throughout the day was to oversee and help set up the two VIP tents, McCann Worldgroup and Bloomingdale's, they were the top two fundraising companies. Both VIP tents were set up with tables, chairs, food, beverages, snacks and coffee. MccCann Worldgroup’s area was for approximately 150 people and Bloomingdale's area for roughly 200 people.  The 2011 Walk to Cure Diabetes was a millstone for Bloomingdales. Bloomingdales joins an elite group of only a few companies to have raised a significant amount, over $5 million in support of JDRF since 2003! This was an enormous accomplishment and of course a big reason why they had a VIP tent!