Red Mountain Grace: Branding

Located near world-class hospitals in Birmingham, Alabama, Red Mountain Grace provides and maintains apartments for out-of-town patients and caregivers.

Strong angular forms and a clean, modern wordmark represent mountains, solidarity, vertical movement, and growth.

The symbolism in the RMG logo touches on several metaphors that are integral to the organization’s mission.

Mountains, being a key component of the brand name, also represent metaphors of strength and stability. The symmetry and shape of the logomark connote shelter, a central offering of the organization. Points formed by the two angles point upward, representing motion, healing, and improvement. As they are at their foundation a Christian-based non-profit, the two forms of the logo mark also intersect to form a cross, the definitive symbol in Christianity of grace and hope.

The selected color palette references Red Mountain Grace’s name with the use of red and accompanying grays and creams. They allude to both the geological traits of nearby Red Mountain in their home city of Birmingham and the neutrals of a calming environment.