New Logo.
Same Critical Work.

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New Logo. Same Critical Work.

September 20th, 2021|Categories: AF News, Blog|


American Forests is evolving so it can meet the transcendent challenges of the moment: slowing climate change and advancing social equity.

Today, our transformation takes another turn. This time, in the form of a new logo.

The logo symbolizes the strength and inclusiveness of the reforestation movement we are leading in cities and large forest landscapes across the United States. “Unity” comes to mind when we look at the tree branches coming together at the top of the logo. We feel hopeful when we see the tree pointing up, as that is a sign of growth. The extended horizontal lines on the right side of the logo make me think of urban pathways that lead to progress.

Unity, hope, growth and progress. We need all four in order to ensure there will be healthy and resilient forests for everyone, everywhere and well into the future.

This logo is part of our new visual identity, which you will soon start to see in everything we create — from our business cards to the new website we are going to launch in October.

The vibrant color palette, strong and friendly fonts and dynamic images that are at the core of the new identity are more than something pleasing to the eye. They depict what makes American Forests different from other organizations — that we are a servant leader focused on science-based solutions and social equity, all while being fierce, loud and proud when it is not always easy to do so.

We hope you like our new look, made possible with your support, and that you will share this news with others. We are excited about continuing to evolve, together.

September 20th, 2021|Categories: AF News, Blog|