New Brand for Crohn’s & Colitis Foundation Revealed
Leading IBD organization launches new brand to reflect its mission and leadership in the IBD community
NEW YORK, NY – For the past 50 years, the Crohn’s & Colitis Foundation of America has worked to improve the lives of patients living with Crohn’s disease and ulcerative colitis, and to find cures for these debilitating digestive diseases. Today, the Foundation unveiled its new brand, which includes a new brand message, “uniting to care and cure,” and a new logo with a unifying symbol reflecting the organization’s commitment to the IBD community. In addition, the Foundation has amended its name to the Crohn’s & Colitis Foundation to place greater emphasis on its mission to cure these debilitating digestive diseases.
“It’s important for an organization to take a step back and look at its brand periodically to make sure it accurately represents what the organization is today,” said Michael Osso, President & CEO. “The Foundation has greatly evolved over the past 50 years, and as a result, our brand personality has evolved as well. We wanted to be sure that our brand accurately reflects who we are, what we represent, and the role we play in the IBD community today. Our simplified name and message represent the Foundation’s renewed focus on unifying the IBD community and fighting for cures for these debilitating digestive diseases.”
Under the guidance of FCB Health, the Foundation embarked on an exhaustive rebranding process in 2016 that engaged multiple stakeholders in assessing the Foundation’s brand identity. The information gathered during the early phase of the rebranding process significantly informed the creative development of the Foundation’s new brand.
“Guiding our brand strategy was the input from patients, caregivers, medical professionals, volunteers, and other critical members of the IBD community,” said Marie Granieri, Chief of Staff. “Together we created an inspiring new brand presence that better reflects our story – honoring our past and sharing an exciting vision for the future. We are so grateful to everyone who contributed to this creative process.”
The launch of the Foundation’s refreshed brand coincides with the organization’s 50th anniversary and the launch of its new strategic plan. Founded in 1967, the Foundation has been a leader at the forefront of research in Crohn’s disease and ulcerative colitis, and is committed to innovation and collaboration through uniting all patients, caregivers, providers, donors, and researchers to find cures for these diseases. Over the year, the Crohn’s & Colitis Foundation will observe its milestone anniversary through a series of celebratory events across the country.
Crohn's & Colitis Foundation
The Crohn's & Colitis Foundation of America's mission is to cure Crohn's disease and ulcerative colitis, and to improve the quality of life of children and adults affected by these diseases. The Foundation ranks third among leading health non-profits in the percentage of expense devoted to research toward a cure, with more than 80 cents of every dollar the Foundation spends going to mission-critical programs. The Foundation consistently meets the standards of organizations that monitor charities, including the Better Business Bureau's Wise Giving Alliance (give.org) and the American Institute of Philanthropy (charitywatch.org).