United Negro College Fund unveils new brand identity

(January 20, 2008) The United Negro College Fund has announced the launch of 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."

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."(R)

"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."

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.

Spelman College, one of the most noted UNCF-member, historically black colleges and universities in the country, hosted the brand unveiling before an audience of students and faculty from Atlanta and Georgia-based UNCF-member-schools, Clark Atlanta University, the Interdenominational Theological Center, Morehouse College and Paine College; supporters; and other UNCF-member-college representatives.

UNCF's An Evening of Stars(R) Tribute to Smokey Robinson will feature the new brand's first national appearance.  The program will air nationally on BET, Superstation WGN and more than 40 network stations in major and other select markets nationwide on January 26 and 27.  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.

About UNCF

As the nation's oldest and most successful private minority education assistance organization, the United Negro College Fund's mission is to increase minority degree attainment by providing financial support to its 39 member institutions, reducing financial barriers to college and serving as a national advocate for minority education. UNCF institutions and other historically black colleges and universities are highly effective, awarding 18 percent of African American baccalaureate degrees.  

UNCF administers more than 400 programs, including scholarship, internship and fellowship, mentoring, summer enrichment, and curriculum and faculty development programs.  Today, UNCF supports more than 60,000 students at over 900 colleges and universities across the country.  For 35 years, UNCF has been known by its iconic motto, "A mind is a terrible thing to waste"(R).  Learn more about UNCF at http://www.uncf.org/.

About Landor Associates

Landor Associates is one of the world's leading strategic brand consulting and design firms. With 24 offices in 17 countries, Landor's current and past clients include some of the world's most powerful brands, including BP, Cathay Pacific, Citi, Danone, Delta, Diageo, Emaar Properties, FedEx, Frito-Lay, the City of Hong Kong, HSBC, LG Group, Marriott Hotels & Resorts, Microsoft, Procter & Gamble and PepsiCo. 

Landor is part of WPP, one of the world's largest global communications services companies.  For more information, visit http://www.landor.com/.


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