Golden Harvest President and CEO Amy Breitmann speaks at the press conference for the Food Bank’s new brand.
In the last few months, you may have noticed some changes at Golden Harvest. The Food Bank has a new brand created in partnership with local marketing firm Wier/Stewart, incuding a new tagline: “Every Meal Matters.” President and CEO Amy Breitmann sat down with us to share the details on the new look.
Q: What is the motivation behind creating a new brand for the Food Bank?
A: We live in a digital world, and our previous logo was designed prior to many digital platforms. This generated some challenges — particularly with visibility, due to its thin font and singular format. It was time for an update. The new logo and colors will allow Golden Harvest more heightened visibility in the community. The rebrand arrived just in time — our trucks were overdue for updates, and the new buildings will need branding and signage.
Our new branding was created with input from our founder, board, staff members, and representatives of our partner agencies. It was important to us that we honor the rich history of the Food Bank and better represent the entirety of our overall mission and service area.
Q: Can you share a bit about the meaning behind the new brand?
A: The new look has a nod toward our past, yet communicates the large scope of logistics involved in serving more than 12 million meals a year, while representing our passionate belief that every meal, volunteer, donor, partner, and employee matters.
Q: What does this rebrand mean for the Food Bank moving forward?
A: It means we are a modern organization, capable of applying innovative solutions to age-old problems. We are updating not only our look, but our delivery models, systems, and programs to end hunger as it exists today and in the future.
