Established in 1924, The New York Community Trust (The Trust) is New York’s largest community foundation, dedicated to innovative philanthropy and impactful grants. Celebrating its centennial, The Trust has introduced a new brand identity reflecting its commitment to improving the cultural and civic life of New York City, Long Island, and Westchester.
The new logo departs from the previous cramped “NYCT” acronym. Designed by Phaedra Charles, it features a hybrid model that combines a formal serif typeface with a lively handwritten script. This design modernizes the logo and highlights the personal engagement that The Trust embodies.
The handwritten script in the logo connects the past, present, and future. It flows between the serif type, symbolizing continuity and resilience. This choice communicates The Trust’s role as a stable and enduring institution.
The serif typeface used is Recoleta, which is known for its charm and readability. The handwritten script adds a personal and energetic touch, making the logo relatable and human-centered.
The color palette includes vibrant and complementary colors representing New York’s diversity and vitality. The primary colors are deep blue, symbolizing trust and stability, and bright orange, representing energy and creativity. These colors are used consistently across all brand materials, ensuring a cohesive visual presence.
A distinctive element of the new brand is squiggly journey lines. These lines represent The Trust’s continuous and evolving journey and its impact on the community. They add a playful and dynamic element to the brand’s visual language and are used in various applications, creating a sense of movement and progress.
The new identity includes a refined approach to sub-brands, using “The Trust” as an endorser. This strategy visually connects all affiliated programs and initiatives to the main brand while maintaining their unique identities. Sub-brands use similar visual elements, ensuring consistency across all communications.
The Trust has enhanced its digital presence with a redesigned website that reflects the new brand identity. The site features a clean layout, improving user experience with high-quality images and interactive elements that convey the Trust’s mission and impact.
Marketing materials, including brochures, posters, and digital ads, have been updated to align with the new identity. They use a vibrant color palette and journey lines to create appealing and informative content. The handwritten script adds a personal touch that resonates with The Trust’s audience.
Social media graphics have been refreshed to reflect the new brand identity, using Recoleta, the handwritten script, and the journey lines. This creates a consistent presence across platforms like Instagram and Facebook, enhancing digital engagement.
