Refreshing a Legacy Organization
Wellstone was founded as a legacy of the influential senator Paul Wellstone. Our aim was to maintain that legacy by creating a brand that was reminiscent of the organization’s original identity, but emphasized its established and dynamic nature. We designed the logo to convey movement and the cycle of actions that drive social change. The colors are drawn from the original Wellstone Action palette, and the triangle in the center is a nod to the three core aspects of Wellstone’s work. We focused on showing how a grassroots organization can have a highly sophisticated brand without losing sight of their origin and tradition.