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Little City Foundation Refreshes Logo in Response to Changing Disability Landscape

Little City refreshes its well-known logo by tweaking it purposefully with several goals and key messages in mind

PALATINE, Ill.February 24, 2011

With a goal of preserving key elements of a strong and well-recognized brand and logo, Little City Foundation “refreshed” its  look after retiring its Golden Anniversary logo.

“With our new logo, emphasis was placed on the ‘individual’ outside of the house to help communicate our core values and corporate culture,” commented Executive Director Shawn E. Jeffers.  “In addition to residential options, we provide therapeutic, person-centered planning in all aspects of life, and it was important to us to express that.”

“We also wanted to incorporate characteristics of our desired public image: fresh, current, cutting-edge, forward-thinking, friendly, open and promoting independence,” added Jeffers.

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An empowered child and an adult, versus the original single stick figure, help illustrate “community,” “diversity,” and the two operating units of Little City: ChildBridge and LifePath Adult Services

“The softer and less rigid edges of the house signify a friendlier environment versus a structure that seemed more solid and institutionalized,” commented Director of Communications & Marketing Lisa Hoffmann.   “The new house communicates that the residential options at Little City are not the focus of programming, but simply support the individual with a gamut of other leading-edge supports.”

The most obvious update to the logo would be the use of one child and one adult versus a single stick figure.  When opening its doors in 1959, the majority of children at the non-profit organization had Down syndrome and other developmental delays.  Today, with the rising prevalence of autism, 80 percent of children at Little City are on the spectrum.

The use of blue (a color often used with autism illustrations because of its soothing influence) for the child was intended to illustrate the autism link at Little City; green was used for the adult to preserve a key color that constituents associated with Little City for decades.

Little City also changed the shape of the original stick figure.  With a stance much further apart and arms higher in the air, the shape of the individual depicts greater empowerment, independence, stability and joy—feelings and characteristics Little City strives to obtain for the hundreds of children and adults it serves.

“We also used a serif, lower-case font, which is interpreted as more welcoming, relatable, warm, comforting and engaging while maintaining a professional look,” added Director of Strategic Market Engagement Dana Rice.  “The previous font was clearly dated, whereas this font is more timeless and promotes the greatest readability.”

About Little City
Being a leader for 59 years, Little City continues to be inspirational and transformational in developing its 56-acre therapeutic community in Palatine. From a modest beginning of three homes and 16 residents primarily with Down syndrome, Little City has grown into a recognized leader offering a wide array of innovative services to more than 1,000 clients weekly. In addition to the Palatine location, Little City has a Community Services Office in Chicago’s Humboldt Park neighborhood, adult service centers in Palatine and Waukegan, and 13 adult community homes and one children’s group home located throughout suburban Cook and DuPage Counties.

Today, Little City’s comprehensive program portfolio includes vocational training and employment placement, foster care and adoption, home-based family support, health and wellness, recreation and therapeutic activities, disability awareness and community education, a day school and an award-winning arts program. Visit www.littlecity.org.

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“Little City uses an affirming message – that it’s a good world, there’s a place for my kids in the world and Little City will help them find it.”

Rachel, mother of children receiving home-based support services