Big Brothers Big Sisters of America

National Rebrand

Since 1904, Big Brothers Big Sisters has made matches between adult volunteers and children in varied communities across the country – all to create meaningful one-to-one mentoring relationships that ignite the promise of youth.

As a core tenet of the rebrand, we established a new Red Thread for Big Brothers Big Sisters: Defenders of Potential.

This brand idea is embedded in the design of the iconic new logo. The white lower-case “b” symbolizes the child, with an electric green arc completing the capital “B” letterform – to symbolize that child’s full potential.

We applied the new mark in multiple ways to speak to a vibrant, more youthful audience.


  • Paul Corrigan, design direction
  • Spencer Branham, associate design director
  • Edwing Mendez, designer
  • Brendan O'Shaughnessy, designer