Columbia University Mailman School of Public Health
Breathing Life Into Community Health Research
Challenge
Industrial plants in Southern Louisiana have exposed nearby residents to severe pollution, earning the area the nickname “Cancer Alley.” Despite this, many residents lack clear information about the chemicals impacting their health. Columbia University Mailman School of Public Health launched “Right To Breathe,” a community-led research study to understand how petrochemical pollution affects the health of people in St. James Parish, Louisiana. Working with Rise St. James, a local faith-based environmental justice group, the team is studying the connection between air pollution and community health. We supported this effort by creating a logo and brand guide that would establish the Right To Breathe team as a trusted, professional, and approachable presence in the community.
Approach
The Right To Breathe logo depicts Louisiana’s state flower, the magnolia, emerging from a pair of lungs to represent the connection between healthy air and a thriving, local community. Additionally, the concept of “planting seeds” is symbolized in the logo to reflect long-term, multi-age community efforts towards health equity. The badge-like, illustrative symbol conveys authority, credibility, and accessibility, while the hand-crafted quality of the typeface and symbol, along with the warm, vibrant color palette, feels grassroots, people-powered, and locally driven.
