MyGoodDeed, 9/11 Day of Service Organizers Unveil New Identity for 9/11 National Day of Service

Landor Associates creates a mark that inspires remembrance

NEW YORK, Aug. 24 /PRNewswire-USNewswire/ -- MyGoodDeed Inc., the national 9/11 nonprofit organization that oversees private implementation of the federally-recognized September 11 National Day of Service and Remembrance, will unveil today the new logo identity intended to ultimately become the iconic symbol for annually remembering and observing 9/11 through charitable service.  

The new identity, developed by Landor Associates, a brand consulting and design firm, presents a simple "9/11" with a hand-drawn "remembrance circle," as if a person were marking the date on a calendar.  The blend of respectful yet uplifting colors utilized for the identity -- a dark blue for the 9/11 and the words "National Day of Service" and a candle-like yellow/orange blend for the remembrance circle, were inspired by the spirit of hope fostered in a time of darkness.  When the new logo is used on websites and online banner ads and at the end of broadcast public service announcements, the encircling of the 9/11 is animated, depicting the action of an individual marking the date for a special purpose.

During the process of developing the identity, Landor conducted numerous interviews with 9/11 family members, national service organizations, nonprofits and marketing professionals.  "It was essential to us to graphically capture both remembrance and taking positive action," said 9/11 family member Jay S. Winuk, vice president and co-founder of MyGoodDeed, which commissioned Landor to develop the new identity for the 9/11 National Day of Service initiative.  Winuk lost his brother, 9/11 rescuer Glenn J. Winuk, an attorney, volunteer firefighter and EMT, in the collapse of the World Trade Center South Tower. "To me, observing 9/11 is about ensuring that we never forget those lost and injured while gaining inspiration from the countless people who rose in service in response to the attacks.  That includes those who are defending this nation here and abroad.  Creating this new identity was a challenging assignment, and we are delighted with Landor's design."

"We are honored to work with MyGoodDeed on the creation of the identity for this very important day," said Rietje Gieskes, associate design director at Landor Associates. "Balancing service and remembrance is vital to the identity and circling the date offers remembrance in a way that also signals personal involvement and action. The color scheme was inspired by the light of a candle in the darkness — reminding us of hope in the midst of tragedy."

The 9/11 National Day of Service initiative is led by a coalition of organizations that includes MyGoodDeed, the Corporation for National and Community Service (Serve.gov), HandsOn Network (handsonnetwork.org), and the National September 11 Memorial & Museum (national911memorial.org) in New York.  These organizations are also in the midst of planning for the 10th anniversary of 9/11 in 2011, with the goal of organizing the largest expression of charitable service in U.S. history.  Grant funding and significant in-kind support for the 9/11 National Day of Service in 2010 has been provided by GlaxoSmithKline, Target Corporation, the Corporation for National and Community Service, The Jim Fassel Foundation, The PIMCO Foundation, Clear Channel, Scholastic Inc., and Landor Associates.  

MyGoodDeed is a tax exempt 501c3 nonprofit public benefit organization.  Follow the 9/11 National Day of Service on Twitter at twitter.com/911dayofservice, and on Facebook at facebook.com/911nationaldayofservice, and MyGoodDeed at twitter.com/MyGoodDeed.

9/11 Day of Service organizers will unveil the new identity, and demonstrate/discuss a number of other new initiatives, on a teleconference/WebEx presentation for press at 1PM Eastern today, Tuesday, August 24th.  Pre-register and view WebEx at http://www.yourconferencecenter.com/911day, and listen by dialing 1-(888) 206-4065, Confirmation: 27724119.

SOURCE 9/11 National Day of Service