BRAND
HISTORY
WHAT IS PLANNED PARENTHOOD
Planned Parenthood is the leading provider of affordable, high-quality, health care, and the nation’s largest provider
of sex education. There are nearly 600 Planned Parenthood centers around the country.
Planned Parenthood provides a full range of health services, including: birth control, cancer screening, abortion, prenatal care, STI screening and treatment, HIV Prevention, gender-affirming health care, counseling, education, and more. They help people live full, healthy lives—no matter your income, insurance, gender identity, sexual orientation, race, or immigration status.
Planned Parenthood believes access to quality health care is a basic human right, and they are not alone. They have a nationwide base of over 17 million activists, supporters, and donors who work to protect fundamental sexual and reproductive rights.
timeline overview
1916–PRESENT
1916
On October 16, 1916, Margaret Sanger opened the country’s first birth control clinic in Brownsville, Brooklyn, New York.
1921
Sanger’s continuous efforts led to the foundation of the American Birth Control League, an ambitious new organization that examined the global impact of population growth, disarmament, and famine.
1923
Birth Control Clinical Research Bureau in Manhattan opens to provide birth control devices
to women.
1939
Sanger’s continuing efforts led to the foundation of the Birth Control Federation of America.
1942
American Birth Control League and the Birth Control Federation of America merge together to become Planned Parenthood® Federation of America, Inc. (PPFA®).
1960
The first oral contraceptive pill was approved by the FDA.
1973
Supreme Court granted women a constitutional right to abortion in Roe vs. Wade.
2009
Logo was turned into a blue rectangle with the name in fully capital letters ina sans-serif style.
2012
The logo gets revamped with an updated typeface and an icon to
pair it with.
2022
June 24, 2022: In Dobbs v. Jackson Women's Health Organization, the U.S. Supreme Court overturned 50 years of precedent, overruling Roe
v. Wade.
PRESENT DAY
Planned Parenthood is rebranded to Planned, a parent company that will oversee the new services being offered alongside Planned Parenthood — whose primary focus is to support and empower the choices people make and guide them to live full and healthy lives.
REDESIGN PROCESS
round 1, round 2, round 3...
WHAT IS A “ROUND”?
Each “round” presented throughout the visual research phase showcases the concepts that were built off the best ideas from the previous round. “Round 1” is the starting point where the presented sketches show all of the ideas that came to mind for each of the key phrases, separated into their own sections. This step will be the most broad and serves as the best place to get any and all ideas out onto the paper. The best ideas shown are marked, then moved to a refined section to showcase the final selections within each section.
Round 2 will showcase the best ideas from Round 1, which builds upon the refined selections into many more variations
to explore. This process of refinement and new rounds (Round 3, Round 4, etc...) continues until a final single selection is chosen and refined into the finalized version.
1
ROUND ONE
We created 3 keywords and phrases that support our mission and connect to the spirit of the brand. They are the jumping off point for the branding redesign.
WORRY LESS, FOCUS MORE ON YOU
We aim to take away the mental burden people have when it comes to their health. We will focus on your health so you can focus on other things. Someone who is informed has been given relevant and accurate information that enables them to make well-informed decisions with a comprehensive understanding. We aim to provide this information to people so they can worry less about the research and focus more on themselves and how they want to move forward in different aspects of their lives. The following sketches have been inspired by the key phrase developed from the keyword Informed.
2
ROUND TWO
We created a 4th keyword and phrase to further define the new spirit of the new brand direction.
EMPOWERED:
A solid foundation for people to move forward, towards the paths they choose.
Empowered is a combination of the words informed and strength. Round 1 was a blank canvas to start exploring all the possibilities this could go. Round 2
is a combination of all the best ideas, but has been refined to better visually express our core beliefs.
3
ROUND THREE
We don't sleep until we finish.
Entering into round 3, the best sketches from round 2 have been refined and flushed out into more hand-drawn ideas. These ideas were then further explored and brought to the computer. The beginning of the computer roughs are starting to form.
INTRODUCING THE NEW LOGO
INTRODUCTION
To support our new mission statement, we've developeda new logo that supports the foundations and core values of Planned. The openness of the
P symbol represents the never-ending journey and limitless paths we take when making choices and decisions in regards to the directions our lives go.
The leaves paired with the P represents the personal growth that we encourage every individual to pursue and ensure they are living the lives they choose.
FUTURE ENDEAVORS
PRODUCTS
PR1 Planned Parenting Simulator
PR2 Planned Life Mapping Journal
ENVIRONMENTS
EN1 Planned Hangout Spots
EN2 Planned Shelters
SERVICES
SE1 Planned Afterlife
SE2 Planned Emergency Childcare
SE3 Planned Parents-In-Training
EXPERIENCES
EX1 Planned Care Kits
EX2 Planned Stress Relief
EDUCATIONAL OPPORTUNITIES
ED1 Planned Certifications
ED2 Planned Life's Basics Classes
ED3 Planned Cooking Basics for Kids
ED4 Planned Self-Defense
EVENTS
EV1 Planned Financial Planning Workshops
EV2 Planned Mindful Meditation Retreat
CO-BRANDING OPPORTUNITIES
CB1 Planned + Trojan
CB2 Planned + 24-Hour Fitness
CB3 Planned + Art 4 Healing