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Boys Ranch reveals new brand at 80th anniversary celebration

Boys Ranch reveals new brand at 80th anniversary celebration

Boys Ranch is proud to announce the launch of its new organizational brand to coincide with our ongoing 80th anniversary celebrations.

The new logo is the result of nearly two years of planning, research and stakeholder interviews. Through the years, a variety of images has represented Boys Ranch. The new logo, revealed to the public Saturday at the Boots ‘n Bling 80th anniversary gala, represents a union of Boys Ranch’s past, present and future.

“Our new brand image reflects our focus on Boys Ranch and providing the very best care available at our historic campus,” said Dan Adams, Boys Ranch president and CEO. “This logo echoes our past and looks to a very exciting future for Boys Ranch.”

Boys Ranch leadership established five key metrics to guide the rebranding process:

  • Unify existing Cal Farley’s and Boys Ranch brands.
  • Modernize the recognizable ‘BR’ Boys Ranch brand.
  • Be aspirational – Boys Ranch is a place of hope and opportunity!
  • Stay true to historic blue and gold color standards.
  • Focus on the future while honoring the organization’s roots.

Using these guidelines and the input of hundreds of people, including board members, staff, residents, alumni and donors, about 40 potential designs were created. The final design, a bold blue ‘BR’ brand featuring a shooting yellow star, pays homage to 80 years of history and more than 12,000 lives positively changed at Boys Ranch while conveying a sense of forward motion in keeping with the Boys Ranch motto, “It’s where you’re going that counts!”

The facade at Boys Ranch organizational headquarters, 600 SW 11th Ave., is being changed this week to reflect the new brand image. In the months to come, Boys Ranch signage and other materials will change to reflect the new logo. Historic representations and legacy marks in buildings at the campus will be unaffected.

The Boys Ranch website, calfarley.org, soon will feature branding guidelines and downloadable resources for media outlets. If your agency has used the Cal Farley’s Boys Ranch logo, Boys Ranch appreciates your assistance in updating your files.

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Amarillo, TX
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