Given our connection to American freedoms, we opted for a logo design that strikes a patriotic chord with colors and graphics that suggest the bunting seen in an election season.
We wanted to give this piece unique features that would separate it from the pack. We chose
a die cut that folds like a box top, finished with a paper band that serves both to keep the packet
together and provide background on the origin of
the Fifth Freedom name.
Fifth Freedom is a statewide advocacy network for people with disabilities and, as such, is a civil-rights organization. In naming this brand, we decided to tie it to our American tradition of freedoms as embodied in the famous Four Freedoms speech that Roosevelt gave after the attack on Pearl Harbor. Thus, in declaring ours the Fifth Freedom – the Freedom from Exclusion, we grounded this brand in a love of freedom that all Americans share.
The Fifth Freedom portrait was conceived to illustrate some of the problems that people with disabilities face in everyday life. To give it universal appeal, we chose to do a portrait in the vein of Norman Rockwell, who painted the original Four Freedoms during World War II.