National Grocers Association

NGA (National Grocers Association) represents independent community grocers all over the country. They needed a rebrand that better communicated who they are and what they do. We positioned NGA, and thus all its thousands of members, as being at the heart of the community, whether its externally as the voice of independent grocers on Capitol Hill, or internally for its members on the local level.

The new logo is anchored by a brand pattern comprised of all the things the organization stands for and becomes a modular element that can be used in endless compositions. A thoughtful brand system was implemented to create guidelines for the myriad of sub-brands existing under the NGA umbrella, including a robust Foundation, various grassroots clubs, advocacy groups, and so on.