A redesigned identity offers hope
and a new beginning.
Design firm: Flat 5 Design
CASPAR (Cambridge and Somerville Program for
Alcoholism and Drug Abuse Rehabilition) is a nonprofi
t organization serving a diverse population of
high-risk men, women, children and adolescents—most of whom are uninsured and indigent.
“CASPAR’s marketing strategy was to create a
cohesive brand with a warm, supportive and comforting
feel,” explains Flat 5 Design founder Galen
Sutliff. “They wanted to create a new logo, tagline
and brand to more effectively communicate with
donors, clients and the community. Their previous
identity and printed materials had different looks
and did not effectively represent the organization or
Created in Illustrator, CASPAR’s new logo—in
an abstract, pictorial way—represents the organization’s
hopeful, supportive and positive impact
throughout the community. The logo includes rough
edges reflecting people’s imperfections, yet it has a
hopeful, warm color scheme and a morphing sun
expressing growth, transition and rehabilitation.
“CASPAR responded very well to the morphing
sun. They feel it represents their clients—who are all
affected by addiction on varying levels, yet all have
potential for growth. The sun also anchors CASPAR’s
new tagline, ‘Hope for Today,’” says Sutliff.
Flat 5 Design is still completing CASPAR’s
rebranding project—working on the nonprofit’s
website and a youth-services brochure. “CASPAR
has allowed us lots of creative freedom on projects
and pushed us to create the best work possible,” says
Sutliff. “In the process of rebranding an organization
like CASPAR, Flat 5 Design also expanded its vision.
In developing a morphing sun, we realized what
draws people in even more than the offer of help is
the offer of hope.”
Flat 5 Design
Owner/principal: Anthony Sutliff
Art director/designer: Galen Sutliff