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Brant Facelift

February 14, 2014 permalink

Brant CAS logo
The old logo with a traditional family is out of date.

The Children's Aid Society of Brant is changing its name to Brant Family and Children's Services and adopting a new logo. As of February 14, the Brant CAS website shows the old identity. No word on new policies to accompany the rebranding.



Brant CAS adopts new name and logo

Brant Family and Children's Services logo
Brant Family and Children's Services

Meet the rebranded Brant Family and Children's Services.

Effective Saturday, it will be the new name of the Children's Aid Society of Brant.

Along with the first change to the agency's name since its inception in 1894, the agency also has updated its logo.

A colourful “hand tree” is replacing the blue 1993 image depicting a traditional family.

“It's reflective of the diversity of our community” and of the wide-ranging collaborative work conducted with children, families, service providers and the community as a whole, said special projects manager Iona Sky on Thursday.

People think we're just about children and parents, but “we do so much more,” Sky said.

As well, families now “come in all shapes and sizes” and the new logo represents, among other things, a forward-thinking inclusiveness, she said.

“It was time for a change, for now and for where we are hoping to go,” she said.

Sky was the project lead on the agency's logo/name change committee that included staff members and board members plus representatives of youth and the community.

The committee spent more than year juggling ideas and concepts as well as ironing out the process, details and aims of the rebranding effort, Sky said.

The selected design was created by agency employee and graphic designer Annette Harris.

The cost of the changeover in name and logo, including an amount paid to Harris for her creative time, totals about $9,700.

The selection process was preceded by much input and comment, which included canvassing staff, service providers and families involved with the agency, Sky said.

“Folks liked the image of the tree and the strength it had and the diversity it showed,” she said.

Feedback describes the new design as “warm and engaging,” with a “feeling of growth,” Sky said.

Committee member Nick Woolridge, 20, who spent many years in the agency's care, is pleased with the new logo.

“I like it. It represents everyone and everything,” he said.

Changing family demographics and structures are symbolized by the hand tree as well as an upbeat sense of new life and growth, Woolridge said. The name change also better reflects the range of the agency's work, he said.

Woolridge said that working on the committee was a valuable learning experience for him.

“It was hard work and a long process but I learned a lot,” he said.

During the logo selection process, the hand tree design was the only one which drew unanimous approval from the committee, he said.

An online video outlining the rebranding project will be available for viewing early next week on the agency's website at

Source: Brantford Expositor