Long recognized for its use in French films, Fin has become synonymous with The End. The new branding of Friends in Need is focused on this theme; The End. Taking the first letter of each word in “Friends in Need” we get “F–i–N.” This theme of The End coincides with the new tagline, “the end of hunger.”
Friends in Need is well known in the community and surrounding areas and has a strong base of volunteers and donors. It is because of this established presence that we are now able to take a new direction in our brand, pushing the theme (vision) to the forefront and allowing our name to subtly support the FiN in its many uses (website, clothing, flyers, ads). This new direction will both help emphasize the focus and purpose of our work to satiate the hunger of our neighbors (through the collection and dispersing of food and other necessities) as well as embody the progressive mindset necessary to thrive in an ever-changing culture. This “end of hunger” theme allows Friends in Need to portray our purpose and vision simply through our logo and tagline. Presenting ourselves in this forward-thinking manner will allow Friends in Need to further garner the support we need to continue to serve our community showing that even though we’ve been around for many years, we have no plan of leaving or getting outdated. We’re here to stay in this community. Until the end of hunger.
You will notice a few things about this new logo. First off, we decided to keep the circle format, in attempt to tie the old familiarity and nostalgia with the new direction. We feel the circle represents unity and friendship, which is a prevalent mindset in the small communities we serve (Cottage Grove, Saint Paul Park, Newport and Grey Cloud Island.) Second, the wheat and apple are representative of the primary function of Friends in Need, namely to provide food resources to those in need. Third, the wheat is growing out of the circle. While our support is focused locally, we have in mind a desire to spread a message of love and servitude beyond our community.