Lost&Found is unveiling a new logo and an overall brand refresh just before it celebrates its 11th anniversary on Sept. 3.
The new look is intended to reflect Lost&Found’s roots as a student-led organization, its growth over the past 11 years, and the start of a new era of increasing influence in its suicide prevention work.
“Lost&Found has evolved into a force capable of changing mental health systems for good,” Lost&Found CEO and Executive Director Erik Muckey says in this brand unveiling video. “Through data, program evaluation, policy, and partnership, Lost&Found has grown into a trusted leader in young adult suicide prevention in our region. … Now, we move into a new era as an organization, built on the connectedness of our work. And with that comes a change in our brand. Introducing: the Ampersand.”
The new logo emphasizes the ampersand—the connection between the words “lost” and “found” in the organization’s name, which represents the short distance between those who feel lost today and those who can feel found tomorrow. No matter where people are in the spectrum of lost to found—and people can certainly move along that spectrum in their lives—this organization extends a welcome and aims to serve as a point of connection, especially between those who are struggling and the skills and support that can help.
The new logo was designed by Catherine Tinh, an incoming University of Minnesota junior studying product design. She worked with the rest of the Lost&Found team over the summer to develop the new logo and brand standards that reflect and carry forward Lost&Found’s mission.
Learn more about this new design and its purpose in the video. A transcript of the video follows.
A NEW LOOK FOR LOST&FOUND – video transcript
For 11 years, Lost&Found has been engaging student leaders in South Dakota and Minnesota in the work of suicide prevention and mental health education.
We’ve learned what it means to build resilient communities, to inspire ambitious action, and train student mental health advocates.
Dozens of current and former Lost&Found student leaders can be found in our region and throughout the country, changing the way their communities think about and take action on mental health.
Hundreds of thousands of young adults throughout the United States have been touched by Lost&Found’s digital mental health content.
Over 15 campuses are currently served by Lost&Found’s team of staff and volunteers, making a daily difference in the lives of young adults impacted by mental health conditions and suicide.
Together, we’ve left a lasting legacy in the communities we serve.
But we’re far from done.
11 years ago, a team of audacious college students decided to do more to prevent suicide among young adults. The organization they formed, Lost&Found, has evolved into a force capable of changing mental health systems for good. Through data, program evaluation, policy, and partnership, Lost&Found has grown into a trusted leader in young adult suicide prevention in our region.
We’ve grown. We’ve changed. And we’ve become more connected.
What we value is stronger than ever. Lost&Found has and always will be committed to connecting young adults with the skills and community needed for lifelong resilience. With compassion, inclusion, and responsiveness, we will continue to build resilient communities.
Now, we move into a new era as an organization, built on the connectedness of our work. And with that comes a change in our brand.
Introducing: the Ampersand.
The ampersand is the heart of our logo and our mission. It represents the short distance between feeling lost and reaching the hope found in the community. This is how we make our mark in the world. Our initials L and F work together to form our unique ampersand.
Lost&Found’s colors have always been rooted in our values of compassion, responsiveness, and inclusivity. To strengthen our core colors, we’ve created additional color palettes that each tell a unique story into the broader picture of Lost&Found’s mission.
The Strength Palette depicts the feeling of resilience, evolution, and growth.
The Joy Palette highlights the warm and bright feeling through overcoming adversities.
The Care Palette shines on the emphasis on empathy, compassion, and kindness.
Our new branding reflects the connection we create and the comprehensive nature of our work. In the future, this new branding will help Lost&Found continue to strengthen and boost the mental health resources available to young adults in our region and throughout the country.
We are here, as a trusted leader and partner, to ensure that our communities are resilient today.