What’s the story behind ONPHA’s new brand?
Because times are changing! We’re entering a new era of non-profit housing – housing programs have evolved into housing systems, and members are being called on to develop new skills and services to meet their tenants’ and their communities’ needs. It’s not “business as usual” and we’re excited about the opportunities that are before the sector.
We also recently released our 2016-2019 Strategic Plan, Building a strong, sustainable future, which was rooted in ongoing conversations with members and stakeholders about ONPHA’s role in a changing sector. New energy in the sector and a renewed focus for ONPHA told us that now is the perfect time to take a closer look at our brand, and how it reflects the diversity of housing providers that we represent.
In conversation with staff, members, and community and provincial stakeholders, we explored what’s really at the core of ONPHA – what’s important, what we value, and what housing really means for both our members and their communities.
What did we discover?
A lot – but here are the some of the big ones:
- Within the ONPHA community, there’s a strong sense that housing means more than bricks, windows and doors. It’s about people. Secure, affordable housing has the power to change lives, and it’s a key ingredient to building strong, vibrant communities.
- Many of our conversations focused on how diverse our members are – and how that strengthens us all as a whole. Each of our members brings something different to the table, and it’s important that every one of them can feel at home and find their place in ONPHA.
- We also talked a lot about moving forward in step with our members. As your association, it’s our job to celebrate you, support you, and help propel you forward. And when we talk about the needs and concerns of our sector, we want to speak with you, not for you.
So, what the h?
So how is all of this reflected in our new brand? In more ways than you’d think!
The colours: The ‘h’ in the main logo is a bright magenta – and we’ve selected a suite of other colours that share this same vibrant energy. This was a perfect way to capture the vibrant communities that ONPHA is all about – both the ones our members help build across Ontario, and the community of ONPHA and its members.
The floating ‘h’: The elevated ‘h’ is a key part of the logo. First, it captures the idea that housing elevates. A secure, affordable home has the power to lift people and families up. And when people thrive, so do communities and our society as a whole.
Second, it speaks to ONPHA’s role in lifting our members up, by championing their interests, celebrating their diversity, and shining a spotlight on the difference they make in their communities.
A ‘home’ for members: The space for the ‘h’ also shows how members find a home in ONPHA and in the company of their peers. You’ll notice a version of our logo with a blank space where the ‘h’ should be – that’s where our members come in. We’re inviting you to draw your own ‘h’ in, to mark your place in our community.
A dynamic identity: Be on the lookout for different versions of the logo. The ‘h’ is meant to be dynamic and evolving – representing both the forward movement and growth of our sector, as well as the incredible diversity of our members.
Who knew it was possible to pack so much meaning into one logo? We hope you enjoy it as much we do, and that you’ll continue to find your place in the ONPHA community.