The Span Center: Empowering Warmth for a Visionary Nonprofit
The Span Center
For more than 50 years, The Span Center has been a trusted resource for strengthening connections and making life easier for those in the aging, caregiving, and disability communities. Formerly Senior Connections, The Span Center’s new name and brand identity is designed to better align with the organization’s broader vision to serve all ages, abilities and generations.
A trusted resource for older adults, caregivers, and persons with disabilities since 1973, The Span Center set out to refresh its brand while also redefining how aging, caregiving, and independence are viewed. The goal was to honor decades of service while inspiring a new generation to connect with their mission. The updated identity needed to feel approachable, empowering, and reflective of the organization’s deep-rooted values.
The new visual identity and collateral design was informed by the brand strategy and market research completed by our partners at EVERGIB. Rachel and Brian also led the client and team through a renaming process, resulting in Senior Connections becoming The Span Center.
At the heart of their new look is a bold and empowering type mark. The flowing movement in the letterforms of the P as well as the SC monogram reflect the unpredictable yet beautiful journey of aging, while the all-caps typography conveys confidence and strength.
A vibrant yet grounded color palette—bright teal and coral balanced with warm neutrals and deep blues—adds energy and professionalism. Together with the new mark and iconography, the details create an identity that feels uplifting and trustworthy.
To complement the main logo mark, the brand was expanded into a suite of flexible assets that include abstract iconography, an organic pattern inspired by tree rings, and a brand language pattern that highlights The Span Center’s values of compassion, connection, and growth.
Every element of The Span Center’s new visual identity is designed to evoke and strengthen the organization’s vision for an empowered, independent, and connected community.
