Father Joe’s Villages unveiled new branding Monday designed to bring together its different efforts to end homelessness under one “beacon of hope.”
“We’ve re-branded and we have a new logo and it takes us into the future,” said Deacon Jim Vargas, president and CEO of the 65-year-old San Diego nonprofit. “Out commitment to ending homelessness one life at a time has not changed.”
The re-branding, nearly a year in the works, brings under one name the organization’s four projects:
- St. Vincent de Paul Village housing and medical services center
- Toussaint Academy for homeless and impoverished youth
- Josue Homes transitional housing for people with HIV/AIDS
- Affordable housing developments
Vargas said the new branding will eliminate donor confusion and give the nonprofit greater flexibility in allocating funds among different initiatives.
“There has been confusion over the years,” he said, but now “we’re all one — we’re Father Joe’s Villages.”
The star-shaped logo has a cross at its center and points shaped to resemble houses. It was developed by the San Diego-based MiresBall agency.
The organization, built by Father Joe Carroll who retired in 2011, is one of the best know nonprofit organizations in San Diego.
According to Father Joe’s, San Diego is is home to the fifth largest population of homeless individuals in the United States and the third largest population of homeless veterans.
