Pasadena Heritage needed a new identity. They had a remarkable history of successes including saving Old Pasadena from the wrecking ball. But after 37 years, their mission had evolved to focus on advocacy, education and alliances with organizations critical to their mission. They needed a visual vocabulary that reinforced their new mission. While designing their new corporate identity, we immediately began to establish a color palette and spacial look that reflected the architectural styles of Pasadena. Finally we settled on an empowering tag line “Preservation • Advocacy • Education” and logo, incorporating the iconic Colorado Street Bridge, that epitomized the history and evolution of Pasadena.