NLC’s Brand Story

August 23, 2021

Over the past 15 years, we’ve trained nearly 10,000 alumni from 50 chapters, creating an ecosystem of leaders making collective impact for social and political change. Our alumni are moving our country forward – and creating a more sustainable and equitable future for all of us.

NLC is moving forward, too. We’re excited to share our new brand identity with you that matches the energy and spirit of our community of changemakers – and the story behind it.                                                                                                                                

At NLC, we believe that change happens when folks work together to make a collective impact. That’s why the development of the brand was done in partnership with our community. Alongside our design partners at A&G, we held listening sessions with NLC alumni, chapter leaders, and senior volunteers. We asked them what was unique about our organization, and what they wanted the new brand identity to make folks feel. Those sessions and stakeholder interviews led to preliminary designs, continuous feedback from more focus groups, and finally, the brand identity you see here today. 

Collectively, we created a new visual brand identity that is rooted in who we are – and, importantly, can be adapted across all of our chapters.

A version of our logo, with a green and blue outline.

Our new logo centers the speech bubble, underscoring the importance of communication as leaders connect, inspire, and inform movements for change. It tilts forward, demonstrating a constant push for progress in communities across the country. And it is multidimensional, representing inclusive leaders within NLC who serve across identities, issues, and industries.

Because it was designed with flexibility in mind, the new brand identity connects place-based chapters with the national network. Chapters selected images that best represented the community they serve, which were then incorporated into their logos.

New Leaders Council New Jersey’s logo.

This brand identity coincides with a new strategic plan for the organization, which was also created in collaboration with NLC community members. We invite you to learn more about us, our approach, and our impact on our new website. 

Thank you to the hundreds of volunteers who gave their time, feedback, and energy to moving NLC forward. The future of leadership is bright because the future of leadership is here at NLC.