Allen & Gerritsen Launches New Brand Platform and Visual Identity for the Richard King Mellon Foundation
New logo, visual identity suite and website to mark the Foundation’s 75-year history
BOSTON and PHILADELPHIA —January 25, 2023— Allen & Gerritsen (A&G), a comprehensive independent agency specializing in communications, CX, public relations, media and analytics today announced the launch of a new brand identity inclusive of a new logo, visual identity suite and re-imagined website to advance the 10-year Strategic Plan of the Richard King Mellon Foundation (RKMF), the largest foundation in Southwestern Pennsylvania, and one of the 50 largest in the world, making it easier for its partners to interact with the Foundation digitally.
A&G collaborated with the Foundation to develop the new look and feel including research platform development, brand identity and guidelines, experience design and web development. The new site provides an optimized experience across all screens and simplifies the site’s architecture for ease of navigation. It includes more photography and video, an email newsletter sign-up, and a direct connection to the Foundation’s LinkedIn feed, which has become a primary resource for sharing Foundation news and information.
The new RKMF logo was designed to mark the Foundation’s 75-year history, while also reflecting its contemporary philanthropic leadership. The new logo takes its inspiration from that of the former Mellon Bank, where RKMF founder Richard King Mellon was longtime chair. The new Foundation logo repurposes the green rectangles of the former bank’s logo, rotating and repeating them to form a circle. The logo is paired with a new tagline also conceived of by A&G: “Visionaries Wanted.”
“Vision has been at the center of the Foundation’s work for 75 years,” said Sam Reiman, director of the Richard King Mellon Foundation. “From our founder’s vision in leading Pittsburgh’s Renaissance, to the visionary work of our grantees ever since – we constantly are seeking out people with bold ideas to advance our plan and improve our communities. And this tagline captures that ethos in two simple words.”
“We help brands uncover who they are on their best day. With RKMF, we saw the opportunity to refresh the brand around their earnest appetite for people with the imagination and skill to bring about real and lasting change,” said Chris Fernandez, group creative director at Allen & Gerritsen. “Visionaries Wanted crystalized the Foundation's mission to bring together the next generation of big thinkers and served as the inspiration for all of the creative that has come since.”
A&G’s process included extensive user-experience research to determine the most effortless experience for Foundation website visitors. It includes an optimized experience across all screens and simplifies the site’s architecture for ease of navigation as well as photography and video, an email newsletter sign-up and a direct connection to the Foundation’s LinkedIn feed, which has become a primary resource for sharing Foundation news and information.
A&G will continue its partnership with the Foundation through an ongoing partnership to fully integrate the new visual identity as the organization works to fulfill the goals outlined in the 2021-2023 Strategic Plan.
About the Richard King Mellon Foundation:
Founded in 1947, the Richard King Mellon Foundation is the largest foundation in Southwestern Pennsylvania, and one of the 50 largest in the world. The Foundation’s 2021 year-end net assets were $3.4 billion, and its Trustees in 2021 disbursed $152 million in grants and program-related investments. The Foundation focuses its funding on six primary program areas, delineated in its 2021-2030 Strategic Plan.
About Allen & Gerritsen
Allen & Gerritsen. Boston & Philadelphia. Independent & Integrated. Creativity & Purpose. Communications & Experiences. Data & Humanity. Black Lives Matter & Climate Change is Real. A&G builds the “Brand’s Best Self” through Creative Platforms, Strategic Insights, Communications Planning, Customer Experience, Performance Media, Public Relations, Social Media, Influencer Marketing, Outcomes Driven Analytics, Brand Integration, & more.
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