The American Craft Council (ACC), a national nonprofit organization that supports craft and its artists, has unveiled a fresh look, including an updated logo. This rebranding reflects the rich history of American craft and the organization’s exciting future. It ties directly into ACC’s mission to celebrate craft as a vital cultural and artistic expression while building connections among artists, makers, and craft enthusiasts nationwide.
Since its founding in 1943, ACC has been a champion of the craft movement in the U.S., hosting exhibitions, educational programs, and events showcasing handmade art’s diversity and creativity. The new logo signals how ACC has evolved—moving from a more traditional image to one that feels modern, engaging, and emotionally connected to the vibrant world of craft.
One of the most noticeable changes is in the design of the letter “C.” The old version featured a segmented circle, symbolizing openness and energy, though it came across as stiff and mechanical. In the updated logo, the “C” is softer and more fluid, resembling a brushstroke or the mark of a hand in motion. This subtle shift captures the tactile, personal nature of handmade work, highlighting the individuality and creative spirit that defines craft.
The previous logo used a neutral font that highlighted the word “Craft.” The new design spells out the full name—”AMERICAN CRAFT COUNCIL”—in an elegant, refined typeface. It feels professional and respectful of craft traditions, yet the clean lines and balanced look give it a fresh, contemporary edge that speaks to today’s audience.
Another key update was the color scheme. The old black-and-white scheme, while minimalist, felt a little cold and formal. Now, ACC has introduced a warm coral tone inspired by natural materials often found in craft, like clay, textiles, and fiber. This new color adds energy and warmth, creating a more inviting and inclusive feel that reflects ACC’s commitment to welcoming a diverse community of makers and supporters.
The overall design is clean and versatile, working well across all platforms—from websites and social media to printed materials. It’s simple enough to be instantly recognizable, but thoughtful details give it depth, showcasing ACC’s dedication to the art and craft of design.
The rebranding aligns with ACC’s push to expand its digital presence. ACC has revamped its website, online platforms, and the new logo to create a more engaging, user-friendly experience. The same goal is to inspire creativity, foster connections, and strengthen the craft community.
Through this fresh visual identity, the American Craft Council reaffirms its role as a leader in the craft world—dedicated to inspiring, educating, and supporting those who find passion and purpose in the art of making.
