The Meals on Wheels Association of America is the largest organisation in the country that promotes the 'meals on wheels' programmes that provide meals to senior citizens, numbering more than 5,000 such programmes among its members. Last month, it shortened its name to Meals on Wheels America and adopted a new visual identity, developed by Minneapolis-based Duffy & Partners.
According to a press release, the new identity symbolises a movement coming together and aims to spark a movement, active volunteers and combat isolation. The symbol is a combination of the initials M and W with wheels that move forward.
Duffy's work included logo design, typography, iconography, co-branding for affiliates and programmes, promotional items and collateral.
"This new identity symbolizes the power found in people coming together—a forward movement—where the wheels of urgency generate an energy that is central to the very essence of the organization, just as the 'M' and 'W' are essential to the most beloved and recognized name that Meals and Wheels evokes. In my 30 years in this business, I have never been more proud to extend our hand in using the power of design to contribute to the enrichment of lives for so many." - Duffy & Partners Creative Director Joe Duffy in a press release