John Howard Association
Shedding light on Illinois’ criminal justice system
Brand Identity, guidelines and collateral
- Date
- September 15, 2020
Brand Identity, Logo Design, Stationery Design, Print Design
Nonprofit
John Howard Association
Founded in 1946, The John Howard Association has been carrying out its mission—monitoring correctional facilities to advance criminal justice reform—without a fully developed brand identity. Additionally, the current logo was composed of a vague acronym that lacked context. Their contribution to humane policy making needed a boost.
The new logo discarded “JHA” and put the organization's name front and center, directly tying their mission to John Howard, the 18th century, British prison reformer and public health advocate. Like their namesake, the client was unanimous in their conviction to reveal what happens behind prison walls. The torch positioned them as an instrument of enlightenment, a beacon for justice and an enduring symbol for the human spirit. The reworked identity positioned John Howard Association as an established, humane and important non profit.
