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FastTrack Pittsburgh
Brand Identity Project Type: Client, Volunteer Role: Branding, Logo Design |
Rebranding for FastTrack Pittsburgh: a non-profit organization that is focused on raising money and awareness for Huntington’s Disease. They are associated with the Huntington’s Disease Society of America (HDSA). Morgan McLane began FastTrack because his Aunt Barbara was diagnosed with Huntington’s. The group hosts an auto cross (automotive racing) fundraising event every May, where people can race a wide variety of cars, participate in raffles, and enjoy food. FastTrack’s event is run completely by volunteers.
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Brief:
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FastTrack is the largest fundraiser for Huntington’s Disease in the region. 60% of funds go to the National Youth Alliance for Huntington’s, and 40% goes to research.
A wide variety of people attend FastTrack’s event every year. Participants range from 18-78, but families often come just to watch. Some racers bring cars that can be bought at a dealership, and others have built their own vehicles. In the past, FastTrack has advertised to these people through word of mouth, their website, social media, and an awareness table at a car show. |
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Client Preferences:
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The former logo was a shield made up of four sections: a traffic cone, city outline, tire marks, and DNA. It depicted the event, where it occurs, and the genetic aspect of Huntington’s. The tipped over cone has always been part of their identity, representing the passing of Morgan’s Aunt Barbara as well as movement in the right direction for those affected by the disease. The shield represents protection.
FastTrack prefers to use blue (to represent Huntington’s), orange, and black in the logo. |
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Research:
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Because the organization is one that fundraises, there is not a direct “competitor” to FastTrack. However, there are other fundraising organizations, as well as automotive racing events, that are similar. Fundraising organizations use a color palette that represents the designated color of their cause. For HDSA, this is blue. Imagery for fundraising organizations often includes people and ribbons. Auto racing events use black and red frequently in their color palette, and have symbols that represent car parts, cones, roads, and flags.
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Concepts:
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During the sketching process, several concepts were explored using the client’s requested elements in addition to other automotive and HDSA components
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Refinement:
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Of the original sketches, one concept was selected to explore digitally. Color, type, and placement were edited to determine the final selection.
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Final Logo and Applications:
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The digital versions were discussed with the client, and a final logo was selected. The selection represents FastTrack in a clean, consistent manner. The imagery combines the racing and genetic aspects of FastTrack, as it symbolizes both a traffic cone and DNA.
FastTrack deliverables included letterhead, business cards, envelopes, handouts for auto shows and events, flags, t shirts, basket labels, thank you notes, and a website template that the client could maintain. |
