Since it is impossible to anticipate every possible use for our identity, our hope is that these guidelines will suggest an intent and provide a framework for making decisions. When there are questions about a specific situation, please contact Communications for additional insights.

We revised our identity in 2010, choosing to emphasize “for” to help people remember our name correctly and reinforce a critical component of our mission — that we are “for” the communities and people we serve, not simply “of” those communities.

With our decision to italicize the word “for” in our name, we accomplish a number of goals and objectives:

- we visually break down a very long string of words, making our name more digestible and memorable; and

- we help people remember our name correctly (that we are The Community Foundation for Greater New Haven, not “of” Greater New Haven.

Though the italicization is a subtle device, it is important that it be incorporated into all of our written communications — even when the name is simply used as part of a sentence.

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Their request was for a unique and memorable solution, in this case, the star that we developed and the custom font that we created for NewStar both fulfill that charge and a desire to set off the marketing name from the overall corporate name. The decision was to treat financial in a more straightforward manner. Futura was chosen for that because its strong geometric character creates a distinct connection to the star.

We chose to print the piece one-sided on translucent Yupo, resulting in the legibility of any individual page compromised, and only when it is lifted off of the others does the information come into clear focus. In order to access the information one has to interact with the piece. The paper also suggests the opportunity to access multiple layers of information simultaneously.

The strong presence of the grid in the design of the site is reference to the architecture of the landmark Louis Kahn building in which the center is housed. The experience on the site is very similar to the experience of being at or in the building, where the regulating lines of the grid organize the location of objects and information. The site incorporates a content management system that allows for efficient updating of information on the part of the museum staff. We are gratified that after eight years the site still feels current and appropriate and that the custom content management system, something that was not routinely developed at that time, is robust enough to continue to serve their needs.

Saint Thomas Moore is the Catholic Chapel and Center at Yale University. Our goal was to create a web presence that communicates the vibrancy of the St. Thomas Moore community. Though the Center has a diverse following, the primary audience for this site was identified as the student body at Yale, which informed the decision to create a more visually dynamic and complex website. The greatest impulse behind the design is to express the dynamism and richness of Catholicism, especially within the academic community.

Working exclusively with the art community country-wide IMAGING4ART provides museum quality high-resolution  digital photographic documentary services. In creating not just the website but the identity and the print collateral, the challenge was to maintain both the credibility of the firm and the range of benefits and necessity of working at the level of documentation that they do. The technology that they use allows them to capture images that are simultaneously visually stunning and capable of being reviewed at incredibly high levels of magnification which creates opportunities for museums, galleries and institutions to utilize the images from high-end catalogues to Internet usage.  Tim Nighswander, the backbone of the company utilizes his skill sets and breadth of knowledge for capturing fine art collections on a macro and micro scale in unparalleled quality. With Nighswander’s innate creative eye and passion for art, he captures both stunning details and archive-quality images. Our approach with the website was to show both of these scales at one time, with the image (the full piece) inside an image (a detail shot). A point of reference with this project is Charles and Ray Eames famous “Powers of Ten.”

The work that we did with SagerMonti, like much of the work we do with our clients, is invisible. This may seem strange for a design firm, but its the case. The development of the identity, with its “framing devices” and the splitting of positioning line so that it counterintuitively “starts” mid phrase, begin to suggest the role that SagerMonti plays with its clients within the design profession. The samarha, which will play a large role as the site is further developed, was chosen as a visual device because its organic, falls from a tree is one of a seemingly limitless quantity, is carried on the wind and suggests renewal. In this way, it is very much like an idea.