We’re excited to announce we’ve undergone a visual rebrand and have a new look! Those who attended our BFF: Brighter Futures for Families gala received a first look at the rebrand, which includes a new logo, signature “Hopeful Purple” color, and other design elements that will make up our visual identity.
Why Rebrand?
As we approach our 150th anniversary in 2028, we’ve been having a lot of conversations about who we are as an organization. The field of child welfare has evolved significantly since our founding, and so have we. We’re very proud of our rich history and the role we played at the forefront of the early child welfare movement in the United States, but we’re also a modern organization that values innovation and makes a conscious effort to integrate always-evolving best practices into our work. We knew our visual brand needed to better reflect that balance.
The Process
Over a five-month period, members of our Advancement team worked closely with a team of professionals from IA Interior Architects, spearheaded by Board of Advisors Chair Reetika Vijay. We reviewed market analyses of other youth-serving nonprofits’ branding and engaged in a series of visioning sessions, discussing questions like, “What do we want people to think about when they think about MSPCC?” Once we received an initial design proposal, we sourced feedback from staff from across the organization in order to ensure the new brand fully represented the MSPCC of today.
We’re excited to share with you a few key elements:
Logo
This new logo, which draws inspiration from its predecessor, provides a visual representation of our commitment to supporting children and their families, reflecting our core belief that supporting caregivers and families is essential to children’s happiness and well-being.
Color
Our new signature color is, appropriately, known as Hopeful Purple. We know many people associate purple with MSPCC, and this new shade allows that association to continue in a softer and more modern way.
The Arrow
The arrow, which you’ll see on many of our design pieces and in a number of places across our website, is one of our new signature design elements. It symbolizes individual journeys and a path toward a hopeful future.
While we’re thrilled about our new look, we want to emphasize we’re still the same MSPCC you know: an organization dedicated to ensuring Massachusetts children and families have the support they need to thrive. And as we approach our 150th anniversary, we look forward to continued conversations about our history, our future, and our always-evolving identity as an organization.
We are incredibly grateful to IA Interior Architects, without whom none of this would have been possible. Special thanks to Reetika Vijay, Lee Goetgeluck, and Brad Bang.
