As the theme from “Rocky” played over the speakers in the Golden Harvest Food Bank’s warehouse Tuesday, officials unveiled a new logo with help from a couple of forklifts.
A banner with the old logo vanished as another with the new brand appeared.
Along with the new design came a new tagline “Every Meal Matters.”
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Food bank Executive Director Amy Breitmann said after 40 years, it was time to adopt a new logo and tagline that better reflected what the mission of the food bank.
Officials wanted to “refresh our look and still maintain our humble Christian” beginnings, she said.
The food bank, she said, is not a pantry. It’s a distribution center through which more than 12 million meals reach those in need in 25 Georgia and South Carolina counties. Also, part of the food bank is the Master’s Table Soup Kitchen and an urban garden.
The previous logo didn’t reproduce well in today’s digital world, she said.
The new design by Wier/Stewart has layers of meaning behind it, according to Alex Wier of the advertising agency, which developed the concept.
Its elements incorporate the idea of multiplication because for every dollar donated to the food bank, three meals are provided. Also, the stalk of wheat in the logo not only represents the food, but it resembles people including the volunteers and donors who contribute to the mission.
Not only does every meal matter, but “every volunteer, every donation, every partner, every pantry, every senior, every family, every child” matters as well, she said.
Breitmann said the new logo and tagline will be seen on new billboards around town; they have multiple food related puns.
Last year, the food bank unveiled its 10-year plan.
The logo will also be on a couple of new building projects including the construction of the volunteer center at the warehouse and new building for the Faith Food Factory.
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Breitmann said they are waiting on bids for the volunteer center, and she hopes the project will start soon. The volunteer center will expanded the current facility on Commerce Drive to include a two-story lobby with additional office space and a catwalk on the upper level to provide guests a glimpse into the facility and the work done there.
The other building is still in the design phase. The Faith Food Factory is a food sorting center.
Charmain Z. Brackett is the managing editor of The Augusta Press. Reach her at charmain@theaugustapress.com
