REBRAND · LOGO DESIGN · BRAND ARCHITECTURE
Souther Poverty Law Center
The challenge
The Southern Poverty Law Center had one of the most recognizable names in civil rights advocacy, with decades of history spanning litigation, hate monitoring, education, and advocacy. The organization needed a refreshed brand identity that could carry that legacy forward while creating a more contemporary and cohesive expression of its work.
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The rebrand began with understanding what the SPLC name needed to communicate across a wide range of audiences and applications. The visual identity had to feel credible and established while remaining relevant to an organization actively engaged in some of the most urgent civil rights issues in the country.
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I helped develop the new logo and broader visual identity, creating a brand system designed to work across SPLC’s programs, communications, digital channels, campaigns, and organizational materials. The identity gave the organization a more consistent visual language while retaining the authority and recognition associated with the SPLC name.
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The result is a modernized nonprofit brand identity built for an organization with a national profile and a complex mission, giving SPLC a stronger and more cohesive way to show up wherever its work is seen.