Adolescent Counseling Services launches new brand!

In January 2015, Adolescent Counseling Services (ACS) began a new three-year strategic plan with several key strategic priorities, including the creation of a new cohesive brand and key messages. Why create a new brand? The existing brand was no longer reflective of who we are and what we do. There’s been a few changes at ACS since our last rebrand in the 1990s:

  • We have increased our program offerings. In addition to the On-Campus Counseling and Adolescent Substance Abuse Treatment Programs, ACS is now proud to have the Community Counseling Program and Outlet Program in our line-up.
  • Client demographics have changed. While we continue to serve the the northern-most cities in Santa Clara County (namely Palo Alto), we are serving more and more individuals each year in San Mateo County.
  • ACS serves a broader age range. Our tagline was “Helping teenagers find their way” but as the definition of adolescent expanded beyond the teenage years to include ages 10 to 25, so did our client base.
  • And, it was just time. After nearly two decades with our logo, it was time for a fresher look that conveys the professional, relevant, and effective work ACS does in the community.


 Old Logo:




 New Logo:


We are so grateful to Elizabeth and Mark Schar and the Esther Ting Foundation for funding this project. Their generosity allowed ACS to partner with Underground, a San Francisco based agency, in creating a refreshed brand for ACS. The project began in July 2015 and was completed in three months. The rebranding committee was comprised of six individuals who made sure that input was provided throughout the process from a sampling of ACS’ varied target audiences.


So, who is ACS today?


We’re a life-changing nonprofit that helps young people develop the attitudes, personal habits, and skills they need to thrive. Our trained professionals offer on-campus and community counseling, substance abuse treatment, LGBTQQ support services, and community education. ACS supports youth to overcome obstacles, develop confidence, and be empowered to build healthy, happy futures.

Last year we served over 10,000 individuals through direct services and education, which is just a fraction of the 67,000 individuals we estimate could benefit from one or several of our programs. ACS exists to support the wellbeing of all teens, tweens, and young adults in Santa Clara and San Mateo Counties. Our network of skilled family therapists and professionally-led support groups are resources that youth and their families can rely on time and again for help with life’s challenges, be they big or small. It is our hope that the better we can communicate this, the more likely youth will be to turn to ACS in times of need.


In community,
Aarika Riddle
ACS Advancement & Marketing Director