Branded by Landor
If you are anxious to be a parent but need some help, and
fortunate enough to live in Northern California, there's hope.
But only because a designer found it for you.
Formerly the regional branch of a larger non-profit, Open Path
was spinning out, to better provide "many options and opportunities
for family building" to people who need help in conceiving, carrying
or adopting children. So it needed a new identity. Landor
Associates offered to help. Its planners boiled the communication
goal down to the phrase "one source, many solutions" (Landor calls
that a "brand driver"), which drove a full name generation effort.
In a master list of 500-plus ideas, the naming team was delighted to
creative "Open Path" solution to be available.
On day one of design explorations, Henri Kusbiantoro studied the
letterforms in a range of type treatments, looking for meanings in
the letters themselves as well as in their graphic forms. In "ope"
he saw "hope," but (he says, and I believe him) without yet seeing
its connection with the last letter in "path." That happened on day
two when, thinking of the sun more than anything else, it occurred
to him to try a circular wordmark (an idea that Landor's New
York office had used so effectively in
The Paley Center
design solution.) And voila -- there was hope.
One of those moments we live for.
Naturally, the client loved it and would accept no other
solution. And that is how Open Path became "A beacon of hope to many
families in Northern California."
Naming and design:
Landor (SF); Executive Director Deborah Chae-Crudo,
naming director Anthony Shore, creative director Kisitina Venegaz,
identity designer Henricus Kusbiantoro