The brand was launched to enthusiasm from employees, donors, and partners across the globe—with immediate upticks in donations, web traffic, and social media reach. Interbrand is supporting the rollout in all markets, ensuring that the nonprofit achieves the desired consistency to reach its goals: the organization is currently only reaching 1/3 of families that could benefit from its services, and it aims to double the number of families served by 2030.
Challenge
Ronald McDonald House wanted to modernize its brand so it could better accomplish its Purpose—to care for families when they have children who are ill or injured. We needed to create a new identity that could be applied consistently across 250+ Chapters as the organization’s first true global brand, build excitement to attract the next generation of donors, and continue the nonprofit’s strong rapport with its founding and forever partner, McDonald’s.
What we did
In collaboration with TBWA\Chiat\Day, we drew upon extensive research to understand what needed to change in the brand and what needed to stay the same.
We explored options for a new name, testing candidates to understand what would set up the organization for the strongest possible impact. The new name—Ronald McDonald House—is a slight evolution from RMHC, but because the RMHC name was inconsistently applied across global markets, the new standardized name represents a significant shift towards consistency and building understanding of the brand’s mission across audiences.
The new visual identity refreshes the brand to appeal to future generations. The logo is inviting and warm, evolving essential elements —the heart and the house—of the previous identity, while a vibrant color palette draws the audience in. The authentic, human-centric photography style is designed to inspire emotion, and expressive shapes and icons add dynamism, clarity, and sense of optimism.
We explored options for a new name, testing candidates to understand what would set up the organization for the strongest possible impact. The new name—Ronald McDonald House—is a slight evolution from RMHC, but because the RMHC name was inconsistently applied across global markets, the new standardized name represents a significant shift towards consistency and building understanding of the brand’s mission across audiences.
The new visual identity refreshes the brand to appeal to future generations. The logo is inviting and warm, evolving essential elements —the heart and the house—of the previous identity, while a vibrant color palette draws the audience in. The authentic, human-centric photography style is designed to inspire emotion, and expressive shapes and icons add dynamism, clarity, and sense of optimism.
DESIGN, IDENTITY, NAMING
Outcome
“Our partnership with Interbrand was instrumental in positioning Ronald McDonald House for the future. The new brand clearly reflects who we are and why our work matters, strengthening our ability to serve more families and drive improved health outcomes around the world.”
Joanna Sabato, Chief Marketing & Communications Officer, Ronald McDonald House Global
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