FIRST for science leadership

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.”
   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.
   The team of identity consultant Tony Spaeth and BrandLogic 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.