The Providers: A Program of Mobile Loaves & Fishes
I was approached by non-profit Mobile Loaves & Fishes to design a set of logos for a new business venture in downtown Austin: an entrepreneurial program in which capable homeless people are given the opportunity to sell either hot dogs or ice cream out of mobile tricycles.
After our initial meeting, we all agreed that while their proposed names, "Polar Snacks" and "The Hot Dog Guys" would get the job done, they weren't up to either their standards or mine. The idea would be better served (and have more flexibility) if it wasn't so literal, and if one name could be applied to both trikes. As the MLF mission and brand equity carry a lot of weight, they should be considered in both the design and name.
Since I'd opened this can of worms, I was tasked with coming up with a new name. I came up with The Providers. It seemed to work on three levels: embodying the MLF spirit of providing for your fellow man; the actual service of providing snacks; and the opportunity being given to the vendors to provide for themselves and their families.
The project's still in progress, but designs coming soon!