Reviewed by: Cindy Hatcher
Ronald McDonald House Alabama among first in the world to roll out a new brand refresh
Reading time: 4 minutes
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After two years in the making, Ronald McDonald House Charities worldwide announced a refreshed brand identity in June, revealing a simpler name and streamlined logo.
Starting October 15, our Alabama chapter in Birmingham is one of the first among over 255 chapters worldwide to roll out the new look.
The simpler, shortened name and new look underscore the organization’s commitment to “putting families at the heart of care.”
Read on for a first look at the new brand identity, the thoughtful process behind it and what you’ll notice locally.
Introducing: Ronald McDonald House Alabama
While the name hasn’t changed much, dropping two words, “Charities of,” recenters the emphasis on the house.
Our Ronald McDonald House in Birmingham became the world’s sixth location when it opened in 1979 and has since welcomed more than 50,000 families while their children received essential medical care.
The House provides a place where families can stay close to their child and to each other, finding rest, community and the strength to keep going—perfectly aligned with a new tagline, “Family Stays.”
“We are excited to be an early adopter of our new global brand that connects chapters around the world and reflects our shared mission that will enable us to serve families for years to come.
While our look is being refreshed, our mission remains steadfast: to provide essential services that remove barriers, strengthen families, and promote healing when children need healthcare. You will see this revitalized brand reflected across our storytelling, events and engagement—strengthening awareness and deepening impact.”
Katherine Estes Billmeier, Ronald McDonald House Alabama President & CEO
👀 WATCH: See how “Family Stays” in this video from Ronald McDonald House.
Behind the new logo + look
A few highlights of the brand’s new visual identity include:
- Thoughtful logo with two elements—the symbol, which is the house with a heart at the center (like families at the heart of care) + the wordmark
- A custom font family named “Audrey” for Ronald McDonald House founder Dr. Audrey Evans
- A bold color palette of black, soft white, lavender, aqua, lime + McDonald’s red + gold
- Fresh icons, expressive shapes + patterns
- Refined guidelines for photography + graphics
👕 Get the new look and help support the mission!
How is Ronald McDonald House free for families?
Operating a room at the Ronald McDonald House costs about $150 per night, yet families are never charged and can stay close to the hospital for as long as needed, thanks to the generosity of donors, volunteers and advocates.
While McDonald’s Corporation is the “Founding and Forever Mission Partner” of the Ronald McDonald House system, the network is an independent, nonprofit 501(C)(3), and each chapter is governed by its own board of directors.
Meanwhile, Alabama’s McDonald’s owner/operators, crews and suppliers have long supported our house in many ways. For example, McDonald’s fundraisers like Round-Up account for about 30% of our local chapter’s annual $4 million budget.
Insights from our local board
Second-generation McDonald’s owner/operator Jamie Black of Birmingham-based Black Family Restaurants grew up with the former RMHCA brand and knew the house’s co-founder, Max Cooper, for whom her father had worked many years before becoming his business partner in 2004.
In addition to serving on the Ronald McDonald House Alabama board of directors, Black is also the chair of the marketing committee and was involved in reviewing the brand refresh.
“I was honored to be asked and be able to voice my opinion on the direction they were heading, letting those working on the process know how important it is for us to keep the Ronald McDonald name as part of the organization. Those who came before us built the Houses, and it’s important for us to continue supporting the organization as long as possible.”
Jamie Black, Owner/Operator, Black Family Restaurants
Take a closer look at the new look on the Ronald McDonald House Alabama website + donate to help keep Alabama families together when they need it most.
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