The new logo reflects the comfortable, active lifestyle available to residents at TOA's communities. Built on a red, white and blue theme, the logo features a star-and-stripes icon that looks hand-drawn, evoking a feeling of craftsmanship and quality—features that are appealing to Baby Boomers.
To create contrast in the logo between the loosely rendered curved icon and the text, the word TRADITIONS was set in all caps using a classic serif font to convey strength. Also set in caps, “of America” is smaller in a contrasting sans serif font to prevent the text block from being too static. The elements are carefully balanced to be easily readable, recognizable and iconic.
A “Live Better” tagline was added to the logo to help it speak directly to the target market’s aspirations. Residents can "Live Better" at Traditions of America with single-level living, no yard work and a full spectrum of resort-style amenities and opportunities to relax, stay fit and have fun.
Detailed brand guidelines were developed to ensure the new branding elements are used consistently across all of the company's divisions and communities.