A global nonprofit organization founded by well-known inventor Dean Kamen, FIRST is dedicated to improving education and interest in science. The company touches the lives of nearly 50,000 kids in North America alone through its robotics programs. Kamen, creator of the Segway transportation device, set a vision for the organization to “create a world where science and technology are celebrated….where young people dream of becoming science and technology heroes.”

Each year, thousands of teams from elementary and high schools compete in the annual robotics competitions. The events are quite unique. “[They’re] part rock concert, part basketball, part auto race (the pits), and part awards night at the Oscars.” Given this eclectic mix, the company’s identity plays many roles.

The identity of FIRST is an excellent example of a grass-roots creation that takes a life of its own through its application. Unlike regimented corporate programs, the company’s symbol is applied freely to just about everything imaginable inside and outside event venues–by FIRST staff, by the thousands of teams and fans, and by the many corporate sponsors and partners contributing time and resources.

Although profuse application helps to create energy around the FIRST brand, it has also increasingly represented a risk to strengthening the company’s identity. Created 15 years ago, the original mark has served the organization well. But as the ranks swell and the application diversifies, the board of directors recognized that FIRST needed a refreshed identity.

The team of BrandLogic and Tony Spaeth donated its services and talents to helping FIRST create a new logo and signature system that updates its image, solves a range of application issues and clarifies the structure of the growing nonprofit’s numerous offerings.

The new logo embodies the youthful dynamism and movement of the organization; it’s much easier to apply to a broad range of media and objects. BrandLogic paid special attention to creating logo variants and easy-to-use application guidelines, knowing that FIRST encourages participants to use its identity freely.

The new mark also includes a strategic approach to handling co-branded relationships and signatures for FIRST’s products and services. Created with efficiency in mind, the new system allows new programs, products and services to be produced rapidly.