New Community, one of the country’s largest community development corporations in the nation and the second-largest lessor in the City of Newark, is pleased to announce the launch of its new brand identity.
The rebrand reflects the trailblazing organization’s desire to humanize the brand and highlight its flagship service offerings of affordable housing, education/workforce development, quality health care and 360-degree social services in a post-pandemic world.
“The COVID-19 pandemic and the corresponding economic crisis are devastating underserved communities and we wanted to ensure we were positioned to increase our impact and highlight the core services that will increase in demand as we begin life post-pandemic," Richard Rohrman, New Community CEO, said.
“People are looking to trusted brands to provide them with safety and security in these testing times. We are excited to do right by our community and employees with bold messaging and an inspiring new logo that takes us into the future and makes it clear how we can help those in need.”
“New Community has had over 60,000 service interactions since the start of the pandemic year and the need for services continues every day," Dr. A. Zachary Yamba, New Community Board Chairman, said.
"We understand the current environment and the competitive nature of grants and funding in this economy and want to make sure we are positioned internally and externally to continue our work well into the future. Our last logo brought us tremendous success and we believe this one will do the same.”
As a part of the brand refresh, New Community has also launched a new tagline (“Vision, Dignity, Achievement”), new logo, new colorway and bold key messaging.
The new logo features the words “New Community” in the beloved “New Community Green” partnered with four icons that represent the organization’s core service areas in vibrant shades of blue and yellow, that inspire and bring positive energy.
The assets will roll out over New Community’s website, social media pages, merchandise, building signage, vehicles, Clarion newsletter and pole banners in the coming months.
The original NCC logo features the outline of a house and a deep shade of green that has become synonymous with New Community. The new brand assets and key messaging were developed during a nine-month process involving research, focus groups, board input and work with a consulting firm.