The United Negro College Fund (UNCF) has been on my mind lately, as the home of one of the world’s most effective taglines (A mind is a terrible thing to waste.) And you know taglines are all I’m thinking about right now, as the Getting Attention Tagline Survey draws to a close.
So UNCF’s announcement of its rebranding got my attention, particularly when I saw it covered in The New York Times. Of course, as a woman who does a lot of nonprofit branding, I was intrigued by the brand revision itself, but also by the unusual way UNCF introduced it. Here’s how it played out:
UNCF, the country’s largest private minority education assistance program recently re-focused on closing what President and CEO Dr. Michael Lomax calls, “the education attainment gap.” …
With this clearer direction in hand — brought to life in its scholarships, advocacy for minority education and 39 historically-black members colleges — UNCF realized it had to modernize its look and feel to engage the younger generations it needs to support it in the long run.
P.S. You may also be interested in this branding case study on a much smaller organization:
How a Small Nonprofit Shaped a Clear, Memorable Brand — Five Steps to Low-Budget Branding for Big Results
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