The Fund for Educational Excellence (FFEE), founded in 1984, is a non-profit local education fund that provides critical support to Baltimore City Public Schools (City Schools). Today, the mission of the organization has dramatically changed to become the champion and architect of initiatives to improve the quality of City Schools.

As FFEE grew and expanded its role beyond mini-grants to teachers, its role in the education process became less clear to its stakeholders which included its staff, school teachers, school principals, super intendants, and their donor base. The organization needed to redefine its brand and create a brand promise expression that would resonate and be embraced by its many constituents.

The logo of an apple with a spark at its core signifies the great change that began in Baltimore schools and the organization’s bold vision. Working with photographer Howard Korn’s beautiful, earnest photography the brand came to life and reached large philanthropic donors while serving the local community.

Our brand foundation work established FFEE’s fundamental goal to “Realize what’s possible.” Color, font, type, and graphic systems established with the brand launch are also enduring brand pillars.