This month I celebrate my 2nd anniversary as the President of Feed the Children. I came to this storied international nonprofit charged with the mission of transforming it into the “next generation” charity while energizing its existing donor base. After two years of incredibly hard work on the part of hundreds of Feed the Children employees around the world, we have re-envisioned our work in a modern context and are ready to introduce you to the new Feed the Children. But rest assured, our mission remains the same…to create a world where no child goes to bed hungry.
As I sat in my office on Friday night (after a two week internal brand launch), I became somewhat overwhelmed with the magnitude of our efforts – two years in the making. The new Feed the Children brand is the organization I have dreamed of from my first day on the job. Tonight, (Sunday, June 15th) as I sit at my computer and write this blog, I know that there are dozens of Feed the Children employees working throughout the night making sure that every switch is flipped on our web properties and that signs are changed in front of our buildings – each of them as committed to the transformation of this great legacy organization as I am. A huge “thank you” to each of them! We’ll be sharing a lot more information about our new brand in the coming days, weeks, and months, but for now…without further ado, meet the new Feed the Children…
What Our Visuals Represent
Our New Logo: Our logo shows our approach and our goal: to band together. We weave the many—Feed the Children employees, donors, corporations, foundations, families, local governments, and the children themselves—into one compassionate community dedicated to helping kids be kids.
Our colors call to mind childhood—the vibrancy and playfulness of children. There are four colors to represent our Four Pillars—Food & Nutrition, Health & Water, Education, and Livelihoods—plus one to represent our other main focus, disaster relief.
They also represent the many people and groups banded together to help kids be kids:
- Green—donors (one block for individuals, one for churches)
- Blue—other non-government organizations
- Fuchsia—partner agencies & foundations
- Orange—corporate partners & corporate donors
Our New Wordmark: We’re emphasizing the word “FEED” in all-caps to illustrate that we’re about ending hunger. The “THE” is pointing upwards to emphasize progress and growth. The “i” is lowercase to represent a child—it helps to jog the brain into seeing the “child” in CHiLDREN, reinforcing the focus on each child we serve.
What We’re About
Vision and Purpose: Create a world where no child goes to bed hungry
Mission: Providing hope and resources for those without life’s essentials
Values: Challenge convention, defend dignity, champion partnership, value every donor, drive accountability
Promise: Unite to defeat the status quo of hunger
What We Say
Our new brand reflects our renewed commitment to do more together so that more kids can just be kids and no child ever goes to bed hungry. It’s a promise we make to the world and to ourselves about how we will carry out our mission. Our mission stays the same: to ensure that no child goes to bed hungry. Our brand is how we go about doing that.
The theme of all our messages—and theme of all our work—is to help kids be kids.
Feed the Children is one of the world’s leading anti-hunger organizations and brings together caring individuals to create a world where no child goes to bed hungry. Together, we help kids be kids by providing healthy food, safe water, education, and job training so that kids and their families in all 50 states and in 18 countries where we work become independent.
I hope you like our new logo, but that’s just the beginning. I’m excited to say that this change is just the beginning and we’ll be able to introduce you to many more changes to our organization and our programming in the coming weeks. Stay Tuned!