Brand Central
Our strategic priority was to refresh the BBYO image with a compelling, contemporary brand that inspires young men and women to experience our broad menu of compelling fun, meaningful and affordable experiences.
With the launch of a new brand, we want to work harder than ever to inspire teens to get involved, volunteers to serve as advisors, donors to contribute, and the Jewish community to support our efforts.
This page will serve as your resource to help us “Build the BBYO Brand.” Gain all the resources you need to share the BBYO Brand far and wide! For any questions, please click here.
BBYO'S Brand Receives Recognition on Distinguished Corporate Identity Blog
A distinguished corporate identity and branding blog, Brand New, reviews BBYO's new brand in "BBYO Lights Up" (October 4, 2011) saying that "the new logo is a great evolution, especially the icon with its asymmetric (yet symmetric) approach that gives the otherwise static object some dynamism." Check out the review and leave your thoughts!
BBYO's Board Chair and New Brand In the News
WATCH THE BRAND LAUNCH PARTY AT AUGUST EXECS 2011:
Click here to read the official press release announcing the new BBYO brand.
Click below to see a collection of examples of "How to Use BBYO's New Brand:"
BBYO Brand Resources
Logos, Brand Guidelines & Powerpoint Template
BBYO has a new master logo and AZA and BBG seals available in jpegs, gifs, PDFs, and hi-res EPS files. All BBYO professionals have access to these files on Dashboard. Teen leaders who would like these files should ask their regional professionals. Click here to get the image as a jpeg.
Brand Guidelines (coming soon!)
Powerpoint template for all BBYO presentations
Flyer Templates (need Powerpoint 2007)
Flyer Template A (black and white)
Flyer Template B (black and white)
Flyer Template C (black and white)
Flyer Template D (black and white)
BBYO Brand FAQs
Why did BBYO refresh its brand?
BBYO has a rich history that dates back nearly 88 years, but the most significant growth occurred in the past ten years since BBYO Inc. launched as an independent organization from its parent, B’nai B’rith International. The organization’s program offerings grew through internal development, partnerships and mergers to include four new divisions: BBYO Panim Institute focused on premium-service learning and advocacy; BBYO Connect (formerly Teen Connection) tailored for middle school students; BBYO Passport offering global travel experiences; and BBYO FAN (Friends and Alumni Network) for alumni engagement. BBYO was formerly a membership organization, with teens joining the brotherhood and sisterhood of AZA and BBG. Today, the majority of BBYO programs are open to member and non-member teens, with AZA and BBG teens serving as the core leaders driving the organization's goals and objectives. It was imperative that the organization rebrand to showcase this expansion.
Prior to the new branding, each division had an independent logo with BBYO attributed but in a minor role. It was time to bring all of our offerings more significantly under the BBYO banner, showing that we are providing a powerful platform for building a teen movement capable of making positive change in the world. Now, all four divisions are brought under a new BBYO master logo to show a suite of offerings that share the same brand promise.
How was the rebrand conducted?
The branding initiative took approximately one year and was done in conjunction with the design of a new five-year strategic plan for the organization and in close coordination with the Board of Directors. Several members of the Board, a few lay professionals with expertise in branding, and a dozen teens served on a branding task force that spearheaded the initiative. In particular, the Chair of BBYO’s Board of Directors, Estee Portnoy, works closely with the Air Jordan and Nike brands as a business manager for Michael Jordan. Her guidance on this project was invaluable.
BBYO conducted multiple waves of research to inform both the strategic planning and the branding initiatives. Teens, parents, alumni, staff, and other stakeholders were surveyed and interviewed. In addition, research results were available from a BBYO Impact Study conducted by Groeneman Research & Consulting and Gerstein | Agne Strategic Communications and commissioned by the Charles and Lynn Schusterman Family Foundation. The Impact Study gauged the influence BBYO has on participation in the short, medium and long term and gave us real data on the awareness and recognition of our brand. We learned the BBYO brand had relatively high recognition even among unaffiliated teens, and brand connotations were positive and inclusive.
Who did BBYO work with for the rebranding project?
While various branding agencies were interviewed, BBYO selected Levine & Associates of Washington, D.C. due to their expertise in working with mission-driven organizations to better tell their stories through branding strategies and campaigns.
The Branding Task Force was engaged throughout the entire process, helping to make key decisions around the brand architecture, logo selections and branding elements that would accompany our new identity. Additionally, we sent surveys to our staff, board, parents, teens, advisors and lay professionals for their input, and conducted one-on-one interviews and focus groups with teens. We are an organization that empowers teens to lead; we knew we had to get it right by them so we placed significant importance on their role in the process.
What is the new logo all about?
The new logo was designed to illustrate BBYO as a Jewish organization that empowers teens to find what drives them as individuals, and as leaders. Teens will take a journey of self-discovery through BBYO experiences that are meaningful and have purpose. The menorah was retained to emphasize the traditions and values of Jewish culture as the starting point in finding your direction.
What about the scratchy surface/other older brand elements?
This new brand does not incorporate scratchy surface or other older BBYO elements.
What should we do with our old materials?
Old printed BBYO marketing materials should be recycled. Old brand clothing and giveaways should be cherished and preserved as one day they will be "retro!"
Where can I get promotional items with the new BBYO brand?
Use the files from this webpage to create all the new BBYO brand materials that you would like! The options are endless.
Questions?
Email your questions on the new brand and resources to abudman@bbyo.org.