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Heading Home is a Boston nonprofit on a mission to prevent and end homelessness for families across Massachusetts through personalized support, shelter and affordable housing advocacy. Its brand no longer matched that ambition, calling for a more confident, warm, and human identity.

Logo · Identity · Iconography

White and yellow Heading Home logo on a blue background
Heading Home brand attributes, Generous, Uplifting, Innovative, Determined and Empathetic, in white on a blue background
Yellow Heading Home house symbol on a blue background
A speaker addressing guests at a Heading Home fundraising event

Logo Design

Built on the promise Your Pathway to Self-Sufficiency, the yellow house symbol traces a route toward home, while the unicase wordmark stays warm and approachable without losing its polish.

A supporter wearing a Heading Home hard hat during a housing site tour
Guests at a Heading Home event and a chef wearing a branded apron
Speakers on stage in front of a Heading Home greenery wall at a fundraising event

Identity System

A bright, purposeful yellow and blue palette anchors the system. Brand attributes spell GUIDE, echoing its role in each client's journey, while an icon set flags the three ways to help: donate, volunteer and advocate.

White Heading Home icons for a hand, a heart and a megaphone on a blue background
Heading Home pin buttons in blue and white on a light blue background
A blue Heading Home t-shirt on a yellow background

© Dan Fleming