Rare Courage started with a true need – a desire to change things for the better – with the potential to impact hundreds of communities of those living with rare diseases every day. At its core, it is patient communities, physicians and activists who have identified issues. This is everything from fighting for rights in the workplace to making travel more accommodating to having access to new drugs and therapies.
The brand needed to be able to represent a variety of rare diseases, goals, and committees within each respective community. The logo mark was built to be instantly identifiable as the iconic ribbon, but with the ability to take on the palette of the specific disease community to plug and play as the brand expanded.
Supporting elements like patterns, illustrations, icon systems and visual interpretations of their messaging were also created to build out the system. They are bold, loud and unapologetic, just like the committee members – who are here to enact change and make a difference.
This is a non-profit in its infant state, however, we identified key elements that the community would need to support their activism efforts. Print leave-behinds, presentation templates, and informational kits were created.
The brand shifts to match the palette of each disease community which pushes it into a flexible system as new committees come under the fold to support additional disease needs.