Know-How Exchange : Taglines/Names

I have to agree with Phil. I read and re-read the existing tag line to try to figure out what you were trying to communicate. You're best option is to change it so people know exactly what kind of organization they're working with. That is even more important than the logo.

Other options: Legal Services for Everyone; Legal Services that Don't Discriminate

Phil is right that you need a design professional for the logo. I also agree with him that the current tagline raises more questions than it answers. You're right to seek a new one.

For both projects you should probably start with a clear definition of your primary target audience. Who are the people you want to appeal to for donations? Where do they live? What's in it for them to support your organization? Will they feel like they've contributed to something worthwhile? What feedback will they get? What other charitable organizations are they supporting? How do they decide which ones to support?

Then, once you have that clear definition of the primary target audience, think about how they'll learn about your organization. Where will they see the name/logo and tagline? What promise or offer will they see? What's the call to action? What words and ideas will they find most persuasive?

Take all that information and put together a one- or two-page Creative Brief so you and the designer/copywriter will know exactly what you're trying to communicate and how their work will be judged. Nothing is more frustrating for a creative person than not knowing what the criteria are for acceptance of their work.

The name of the agency is

The Legal Aid Society of the Orange County Bar Association, Inc.

We provide free civil legal services to the indigent, not just anyone - those who meet the federally mandated poverty guidelines.

Here are tag lines from around the country-I wanted to stand out amongst Legal Aid's and take the lead with a persuasive tag line - Any and all ideas are appreciated.
-Working towards justice for all.
-If not us, then who?
-Making the promise of justice a reality.
-preserving independence hope and dignity
-changing and saving lives
-helping those who need help most

The market- Orange County, Florida - Orlando
which is agreeably too wide a target audience - but I need to identify a brand/tag line and educate the community about who we are and what we do - then once buy in and ownership in our agency exist from the community at large we can encourage more donors. P.S. we have a great core donor base - but need to expand as more and more folks become indigent and the critical need rises daily.

Play with the notion of integrating the two recognizable symbols of what you do: the red cross and the scales of justice. I think you'll find an artist that can do something interesting there

Have you interviewed your current donors to find out why they support your organization? Why did they decide that this is the cause that was important to them? What others do they support? What clues can you find that would lead you to others like them?

Lawyers makeup most of our donor base. They believe in the constitution and rights to equal access to justice. Non lawyers when told the stories of how we help those in need believe in our agency because of how we save/change the lives of those in our community that otherwise would not have access to an attorney. Providing access to those who cannot an attorney covers the and justice for all - not justice for those who can afford it - is premises -saving life of the child/children is our poster board pitch if you will.

Why would a person want to donate to a legal aid? Why would a person want to donate to farm aid, or any other charity - that is the tag line-item missing....

Changing and Saving Lives
Bringing Justice To All
...And Justice For All