Identity Designed is a showcase of brand identity projects from around the world.

YESS

Contributed by Darren Tonn of Edmonton-based Incite.

YESS brand identity

YESS celebrated their 30th anniversary this year and made the decision to change their name. After three decades, the former Youth Emergency Shelter Society was transformed to YESS — Youth Empowerment and Support Services.

The YESS name had a lot of brand equity (people have been referring to them as YESS for a long time) so we knew we had to keep that, but they needed something to better describe what the organization has been doing for years (a lot more than just an emergency shelter).

While YESS does offer immediate shelter for homeless youth, the majority of its efforts go towards long-term support and bettering the futures of youths facing difficult realities. YESS services include guidance, training, and outreach, as well as housing and shelter. They are there to help shape and build up the youth of Edmonton so that they can fly on their own.

Position statement

YESS is a relentlessly dedicated not-for-profit organization that shapes the future of Edmonton by supporting youth facing difficult realities. YESS offers distinctive and invaluable services through a variety of channels that range from immediate emergency shelter to ongoing support programs and individual guidance.

YESS logo

With the new/old name came the decision to rebrand. They were in need of a new logo that better describes who they are and what they do. The old icon was dated and bland with a colour palette that felt the same. We wanted to create a new icon that showed hope and freedom and potential and wanted it to be bright and colourful.

Old YESS logo
Old YESS logo (above)

(Click the image below for a slightly larger view.)

YESS logo

We wanted to do something special to celebrate YESS’s evolution. We wanted to shout from the rooftops that they are much more than an emergency shelter. We dreamt big, bigger than we thought we could get away with. We partnered with a video production company and an audio visual company to project a short video onto their building revealing the new logo. 3D projection mapping has not been done in Western Canada much so it created a huge buzz and helped give YESS some publicity and media coverage (media came out to the event and the video was shown on the news).

YESS identity design

YESS identity design

YESS identity design

YESS identity design

YESS identity design

YESS identity design

YESS identity design

YESS identity design

YESS identity design

YESS identity design

YESS identity design

Client: YESS
Marketing firm: Incite
Creative director, lead designer: Darren Tonn
Strategic planner: Margo Long
Account executive: Ryan Stark
Graphic designer: Sarah Schulz
Event project manager: Erin Clyde

(The new identity is most apparent from the 3:35 mark in the video above.)

View more work on the Incite website. Follow Incite on Twitter.

6 much appreciated comments about “YESS”

  1. YESS!

    Lovely, this is great. Only small gripe with me was the choice of font for the logo. I think I would have preferred something a little more ‘friendly’ and less compressed, loving the origami theme though.

  2. Strong primary colors + geometric shapes = Google? I think this is great work but the basic design is very close to Google’s design language. And since Google is such a well-known brand, I’m probably not the only one to have this association.

  3. Christian… are you serious? That’s the strangest comment I’ve come across in a while. This bears no resemblance to Google at all as far as I can see.

    Think the bird icon had potential here. Let down by the typography and heavy handed application in my opinion.

  4. I like this A LOT.

    Having said that, I’m a tad obsessed with geometric colourful shapes at the moment so know I’m being heavily influenced by that, but still even objectively I’m pretty certain it’s really great design work :D

  5. This is great work. A lot of colors though, but that’s just a matter of personal preference.
    I really like the card holder. How’d you get the pattern on the string?

  6. This is fantastic, bright bold and on trend. I have no idea how well this ‘stark geometric’ trend will age, but for all the bad press the London 2012 Olympics logo and branding got, it’s influence has resonated throughout design recently.

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