March of Dimes Rebrand
January 17, 2008 by Susan Gunelius
Filed under Marketing
The March of Dimes has undergone a rebranding and on January 16, 2008, they launched a new logo and website to kick off the new look. First, www.MarchofDimesBaby.org went live offering quick answers to frequently asked questions about pregnancy and baby health. The organization’s signature fundraising event, WalkAmerica, also got a new name – March for Babies.
Next, a new logo in a more modern purple color coupled with a new ad campaign will focus on healthy babies.
The new logos for the March of Dimes and the March for Babies are below:
And here’s a reminder of what the old March of Dimes logo looked like:
What do you think? I like the revamped logo. I think it is more modern and a big improvement, and frankly, I think anything that brings renewed attention to the March of Dimes is a good thing.
Tags: March of Dimes, Walk America, March for Babies, MarchofDimesBaby.org, nonprofit marketing, charity branding, cause marketing
Is this really a re-brand or just new graphics packaging? Branding is more than a logo change. Your brand is who you are, your logo and website are merely an extension of your mission and your promise.
I think this is a rebranding, Jay because there is more to it than just changing the logo. The March of Dimes is changing the name of its most famous annual event to put a stronger focus on the word ‘baby’ and adding a new website entry point with MarchofDimesBaby.org, again increasing the focus on babies. They’re also launching a new ad campaign with that new focus. I think people who aren’t familiar with the March of Dimes might not connect that the organization is dedicated to helping babies survive.
Hopefully, the rebranding will help them get their message across to a wider audience. However, I wish they had made a change to their name to really drive the message home. I’m not sure if their rebranding tactics will deliver the ROI they’re hoping for.