Franke+FiorellaValspar Social Responsibility

Bridging corporate identity with social responsibility.

The Challenge Valspar wanted to create cohesive identities for its three community giving initiatives that would relate to its corporate brand. The overall corporate giving platform, Valspar Provides, needed to visually communicate Valspar’s core focus areas. Its National Neighborhood Week identity should suggest Valspar’s partnership with local Habitat for Humanity affiliates, while the “Let’s Roll” mark would brand employee volunteerism.

The Solution Color, typographic treatment and graphics linked the three identities to Valspar’s brand and giving platform.

Brand Architecture

Brand Strategy

Identity

Naming

Logo Design

Everybody, focus. The Valspar Provides logo uses graphics that express the three focus areas of the company’s giving platform: affordable housing, STEM (science, technology, engineering and math) education and environmental stewardship.

Welcome to the neighborhood. A bright, vibrant house in the National Neighborhood Week logo bridges the connection to Valspar Provides and Habitat for Humanity.

Bringing it to life. To activate employee volunteer efforts, the “Let’s Roll” logo uses a house graphic over a swath of color from the Valspar identity.

The Results Valspar saturated social media with its fully branded events—from posters and signage to employees donning National Neighborhood Week “Let’s Roll” t-shirts and hats. Across the company and throughout the United States, the identities unified Valspar’s volunteer teams and made memorable impressions for Valspar corporate social responsibility initiatives.

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