Philanthropy’s Critical Friend and Watchdog gets its first logo update since 2008
(Washington, DC) – The National Committee for Responsive Philanthropy (NCRP), the sector’s critical friend and watchdog since 1976, unveiled this week a refreshed logo and website, trading in its traditional blue and orange rounded logo for a more modern, sleek version in shades of blue and purple.
In refreshing the organization’s logo, NCRP’s Director of Marketing and Membership Janay Richmond said that the branding team sought to bring forth a design that was easily accessible on mobile and desktop devices. It also needed to reflect the seriousness of NCRP’s research and the philanthropic spaces that the organization routinely influences and to evoke a feeling of innovation and possibility from movement and activist spaces.
This is the organization’s first logo update since 2008.
“We are living in a time where generations are re-examining shared priorities and exploring new ways and models to get to common goals,” said Richmond. “From the deep purple and cool blue color scheme to the thin and airy font of Glacial Indifference, our refreshed logo balances style and function in order inspire, now and in the future.”
A MODERN LOGO FOR A CRITICAL FRIEND
Washington-based NCRP promotes philanthropy that serves the public good by being responsive and accountable to people and communities with the least wealth, power, and opportunity in American society. For the past 45 years, it has worked with foundations, nonprofits, social justice movements and other leaders to ensure that grantmakers fulfill their moral and practical duty to build, share and wield economic resources and power in pursuit of justice.
The new, refreshed logo uses straight lines to symbolize the organization’s efforts to increase financial investments in social justice efforts and decrease health, access, and resource disparities. The logo also uses cooler tones of blue that look modern and welcoming.
Studies cite blue as a steady favorite color across race, gender, generation, and other demographics. It is often linked to creativity, productivity, competence, and trust.
“We have an inside joke that NCRP is the blue jeans of philanthropy,” said NCRP President & CEO Aaron Dorfman. “We can be dressed up and dressed down, but most importantly, we put in work. So blue will always fit well.”
Dorfman thanked all the members of the branding team, including Atlanta-based designer Tiffany Collins, which helped create the new shape of the logo and DC-based digital marketing agency Black Digital Group, which developed a comprehensive concept that resonated with NCRP’s diverse audiences.
“The trajectory of philanthropy depends on seizing current and future opportunities to be accessible and inclusive,” said Dorfman. “We wanted a design that helps us connect to our nonprofit members and the philanthropic sector, so that we can hold the sector accountable, and communities get the resources they need to thrive. After a lot of work, I think we achieved that goal.”
ABOUT NCRP
The National Committee for Responsive Philanthropy (NCRP) has served as philanthropy’s critical friend and independent watchdog since 1976. We work with foundations, nonprofits, social justice movements and other leaders to ensure that the sector is transparent with, and accountable to, those with the least wealth, power, and opportunity in American society.
Our storytelling, advocacy and research efforts, in partnership with grantees, help funders fulfill their moral and practical duty to build, share and wield economic resources and power to serve public purposes in pursuit of justice. For more information on our efforts, visit www.ncrp.org.
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