As part of a comprehensive rebranding effort, The Learning Center for the Deaf (TLC) introduced a new logo at its gala on May 14, 2016. The new organizational logo was designed to better support and communicate TLC’s position as a nationally recognized leader in educational, therapeutic, and community services for deaf and hard of hearing children and adults. It was developed with input from a broad range of community members who represent TLC’s key stakeholders.
The core concept for the logo was generated at a series of community “charrettes” (collaborative working sessions). The theme of “inspiration” arose again and again during these sessions as participants talked about how the programs and services they received through TLC impacted their lives, helped them gain a brighter future, and inspired them. These discussions led the design team to explore how to capture the essence of inspiration – and if possible the ASL sign for inspiration – in a graphic symbol.
The final logo is an abstract representation of the sign for “inspiration”. It also invokes the sign for “hands waving/deaf applause”, “Ghosts on Fire" (a nod to Marie Philip School sports teams), butterflies (a symbol of the deaf community), and books (a gateway to the English language and a representation of our commitment to bilingual/bicultural education).
“Developing a new logo, especially for a diverse organization like TLC, can be incredibly challenging,” commented Judy Vreeland, Executive Director. “We are very pleased to have arrived at a powerful, distinctive visual identity, and extraordinarily grateful to our entire community for their support throughout the process.”
The new logo will begin to appear on marketing materials in fall 2016.
About the New Logo for The Learning Center for the Deaf
The diagram and ASL Video below explain the different layers of meanings in TLC's logo. To download a PDF of the diagram, click here.
The Process & FAQs
To explain the process, here are slides that were shared during our "Sneak Peek" events and some Frequently Asked Questions about the new logo.
Frequently Asked Questions
Marketing Committee Perspectives
A few of the Marketing Committee members shared their perspectives on the marketing/branding and logo development process.