The United Negro College Fund (UNCF) has a new brand identity. Since its inception in 1944, UNCF has been the largest private minority education assistance program in America, raising more than $2.8 billion to support more than 60,000 students who attend its 39 member colleges and universities and receive UNCF scholarships, internships and fellowships.
The updated brand identity and accompanying strategy created in partnership with Landor Associates, capture the strength and heritage of the organization while elevating it to a more contemporary and sophisticated level. The changes support the mission of UNCF to help African-American students get the college education they need and deserve.
“This is a proud and crucial moment for UNCF,” said Michael L. Lomax, Ph.D., UNCF president and CEO. “This is a time to move forward and advance our brand while still embracing our heritage. With Landor’s input, we were able to remain respectful of our honored past while creating a more progressive and encompassing look to anticipate our future. UNCF is taking a bold step forward to attract new donors, reinforce our relevance and appeal to a broader base of public support. This new identity is a proud banner for our critical mission.”
The decision to change the current 35-year-old logo was four years in the making. The move was based on the counsel of some of the nation’s foremost research and public relations firms including UNCF’s longtime advertising partner, Young & Rubicam, along with Peter D. Hart, McKinsey & Co., IEG and Landor Associates. Their collective findings and insight helped to develop the new brand identity.
“Revitalizing the UNCF brand was an inspiring challenge,” said Hayes Roth, chief marketing officer of Landor Associates. “It is one of the most iconic brands in America, with an incredibly rich history and a strong record of success. We worked hard to ensure the new identity was respectful of UNCF’s pioneering heritage, while, at the same time, celebrating its expanding role as the leading voice for minority education.”
Among numerous design changes, the organization’s brand signature will now be distinguished simply by the initials “UNCF” and visualized in a brighter, more contemporary color palette. Iconic facets of the brand will also be more clearly emphasized by prominently integrating its famed leadership torch with one of the most widely recognized brand lines in advertising history: “A mind is a terrible thing to waste.” UNCF’s new logo also features a redesigned torch.
The forward-moving torch and vibrant colors represent the momentum and acceleration of a continuously growing organization. The use of initials gives the new logo a more contemporary look. The widely recognized motto, will remain as leverage for the heritage of the organization to continue the mission of providing financial support to 39 member institutions, increasing minority degree attainment by reducing financial barriers to college and serving as a national advocate for minority education.
UNCF’s “An Evening of Stars Tribute to Smokey Robinson” will feature the new brand’s first national appearance. The tribute to Robinson marks the 29th consecutive year of UNCF’s annual television special. The new identity will also be visible on television commercials and print advertising created by Y&R Advertising in partnership with the Ad Council.
UNCF believes the more contemporary new look better reflects UNCF’s mission and activities.
Symbols such as those in the logo are a part of UNCF’s legacy. Previous logos have been black and white, consisting of lamps and torches that symbolize UNCF’s conviction that education lights the way to a better life. The new logo is symbolic of progress while still touching on the past.
In order to continue on their mission of making higher education available to minority students, the organization relies on funds donated by companies, individuals and grants from the government.
“UNCF is a good investment. We’re making a difference when people invest hard-earned dollars to making a difference in their community and nation,” said John P. Donohue, executive vice president of development for UNCF.
President Bush’s 2009 education budget proposal cuts $85 million in funds designated for Historically Black Colleges and Universities. Bush’s budget proposal essentially deletes an increase for those schools provided by the 2007 College Cost Reduction Act in September. That was the first increase in funding the Department of Education’s Strengthening Historically Black Colleges and Universities program has received since 2005.
According to Andrea Neely, area development director for UNCF, Bush’s actions have forced UNCF to consider reducing 400 scholarships at the 39 member schools. The 25 local area offices hope to raise $97 million by May to offset the budget cuts. The annual goal for the local Indianapolis office is $1.3 million.
“We must make adjustments for the time,” said Neely.” The more dollars we have, the more success stories we will have.”
Although the organization has a redesigned torch, the mission and goals of promoting higher education opportunities for Blacks has remained intact and stronger than ever.
“The rebranding is progressive and sends a message the organization (UNCF) is alive and vibrant,” said Steve Jefferson, president of the Indianapolis chapter of National Association of Black Journalists. “Although the look has changed, the message is still powerful.”
