Free Center is a fast-growing community impact incubator providing free access to space and support for organizing, meetings, events, and cultural programs. With a strategic plan to add a new site every year or so and to branch into a social enterprise retail business, we knew the core identity needed to be clear, trustworthy, and easily deployed. The Black and White stencil approach carried the right amount of tension between homespun approachability and ubiquity. We’re talking about the good kind of tension—the kind that leaves you wanting more.