Homebase: A Clear Identity for Social Impact

Developed in collaboration with MNML Chicago, the new visual identity for Homebase reflects the organization’s mission of advancing solutions to homelessness through systems change and community support. The logo is a clean geometric abstraction of a home, an upward-pointing arrow above a baseline, symbolizing growth, stability, and progress. Paired with a bold, lowercase sans-serif wordmark, the design communicates accessibility, clarity, and strength.

The color palette centers on a fresh turquoise green, conveying vitality and trust, balanced with black, white, and gray for a grounded, professional tone. The overall identity system is minimal, structured, and adaptable, supporting Homebase’s broad range of services, from policy planning and program development to systemic evaluation at local and national levels.