Something looks different on our website and social media!
This week, on the occasion of our 40th anniversary as an organization, we are previewing Search for Common Ground’s evolved brand identity.
We are excited to give you a sneak peek of the evolved brand, and we are sure you have some questions!
WHY THE BRAND EVOLUTION?
Search for Common Ground turns 40 years old this month. Since our founding in 1982, we have made some brand adjustments — but we have never fully evolved our brand to rally our existing supporters and to invite millions of new supporters to join the vital peacebuilding work ahead.
WHAT GUIDED THE DESIGN OF THE NEW LOGO?
In some of the world’s toughest conflicts, the work of our peacebuilders helps keep the possibility of peace alive and actionable, even in the darkest of times. Our evolved logo, alongside a new color palette centered on gold, purple, and blue, is designed to represent a beacon of help and hope for people across the world.
WHAT INSPIRED YOUR NEW TAGLINE?
Our new tagline is inspired by our core methodology, the Common Ground Approach. It summarizes what we do on the frontlines of violent conflict. First, we help enemies overcome their fears and learn to trust each other. Then, we create avenues for collaboration towards shared goals. This, in turn, generates breakthroughs for peace. It’s true: peace moves at the speed of trust — and there’s nothing that builds peace like shared successes, forged on common ground.
WHY JUST A PREVIEW?
With more than 1,000 peacebuilders in 31 countries, Search for Common Ground is a global organization, with connections to thousands of partners and local leaders who are familiar with our current brand. The recognizability of our brand has a direct impact on our ability to access the communities we serve (for example, guards at security checkpoints know the logo on our vehicles). We are rolling out our evolved brand in stages to ensure that everyone connected to our work gets multiple opportunities to familiarize themselves with it.
Thank you for being curious about our evolved brand. Check out our 40th-anniversary campaign and discover more ways to get involved!
