about our new logo Mercy Center celebrated its 20th Anniversary Year in 2010, and it was deemed to be a very appropriate time to embrace a new visual identity. This new public face of Mercy Center looks to a bright new future, for the organization and for the women and families of the South Bronx it serves. At our Annual Gala and Auction in April 2011, our new logo was unveiled. the circle   The circle, a universal symbol of unity and wholeness, has a special meaning for Mercy Center. Whether participants, staff, volunteers, or supporters – all are included in “the circle of mercy.” The circle has a feeling of movement and references the cycle of life, with no beginning and no end, ultimately suggesting infinity. Circles also offer protective-ness and a sense of well-roundedness and completion. the enveloping graduated circles   The multiple circles connect the individual with a larger community, allowing support yet still maintaining the integrity of its shape, symbolizing individual dignity and group solidarity. Circles within circles offer a feeling of cradling, embracing and reinforcement. As they envelop or overlap each other moving inward and outward, they promote change, hope, growth and spirituality. the brushstroke   The brushstroke suggests the “hand-made” quality of a real person. Just like a brushstroke, no two individuals are alike. This also illustrates how Mercy Center does not dominate but rather treats everyone as an equal, unique person. the color palette   The inspiration for the colors of orange and brick came from the participants and staff, representing their diversity, strength, and optimism, all grounded by mother earth and imbuing growth, nourishment and symbolizing new life. Rooted in the original colors of the center with its warmth and welcoming aura, the new color combinations offer vitality and modernity. the type font and placement   The typeface presents a welcoming, clean, approachable style. The emphasis on the word Mercy centered in the circle, breaking through, suggests physically “community and transformation.” Thus the core role of Mercy Center is complete.