Hoboken is a vibrant city full of young families with an urgent need to improve the public education system. Created by a group of passionate parents, the Hoboken Public Education Foundation is a non-profit whose mission is to elevate and enhance the public education experience through private funding.
We were tasked to create an identity that would represent the community of Hoboken and reinforce the foundation’s mission. Exploration included concepts of foundation, fundamental learning, education and positive change.
The final logo was a hybrid of the options. In the selected logo, the logomark is a pencil—a universal icon for learning and education grounded by the letter “H” for Hoboken. The pencil points up to represent positive change in the community.
This identity established the foundation’s visibility at events and fundraisers throughout the community, and was even featured on a cake by "The Cake Boss".