SAFE HORIZON
A refreshed visual identity and brand guideline for the largest victim services nonprofit organization in the United States.
Safe Horizon is the largest victim service organization in the country, providing direct services to clients experiencing physical violence, sexual violence, community violence, emotional abuse, and exploitation. Since 1978 they have been a champion of safety throughout the five boroughs of New York City as advocates for systemic change, striving for a society where people are safe in their communities, homes, bodies, and minds.
Before:
After:
Under Design for Progress in 2024, I redesigned Safe Horizon’s Brand Guideline and had the opportunity to reimagine the organization’s visual identity with an updated color palette, type family, and supporting graphic elements.
Bright primary colors reminiscent of New York City streets bring a straightforward realness that is championed by the organization’s evolved brand Vermillion, representing the fierce compassion and warmth Safe Horizon provides clients as a partner in their journey. The Roc Grotesk type family gives the visual identity a bold dynamism that supports their inclusive no one-size-fits-all approach, while expertly giving a shared voice to survivors.
With a new logo designed by NYC based Practical People and complete website overhaul by Portland based ThinkShout, Safe Horizon’s updated brand story and guideline has positioned the organization not just as the country’s largest direct service provider, but a real leader and advocate for safety as a universal human right.
Website by ThinkShout
Senior Designer :: Rolando Sepulveda II
Agency :: Design for Progress
Creative Director :: Paragini Amin
Director of Strategy :: Chris Edley III
Project Manager + Operations :: Ansley Pentz
Brand Photography by Emily Leshner
Website by ThinkShout
Logo by Practical People