This logo and full page ad raises awareness and encourages donations to the Stuff the Bus event, which benefits children in need of school supplies. The typographic logo eliminates the child-like cartoon style that is often seen in logos for school and kid’s events. It will also say United Way and 2017 to distinguish it for this specific year. The logo is in Trade Gothic, one of United Way’s signature fonts.
The ad itself adopts an orange color from United Way’s logo that has been screened to a lighter shade. The backpack full of school supplies is representative of the school supplies that the children will receive, and the cap and diploma are representative of graduating from high school. The equal sign links the two images and shows that having school supplies can lead to graduating from high school. Blue is used throughout the ad for continuity, but also because it is easy to read against the background and is one of United Way’s main colors.
