Challenge

The Renewable Natural Resources Foundation (RNRF) needed to modernize its visual identity to better reflect its mission of promoting interdisciplinary science, environmental sustainability, and societal well-being. The existing logo was outdated and failed to visually represent the organization’s focus on natural, renewable resources. As RNRF prepared to launch a new grant initiative promoting collaboration and innovation, a refreshed brand identity became essential to clearly communicate its evolving role in the scientific and sustainability communities.

Solution

To meet these strategic needs, Association Management Center (AMC) executed a comprehensive, stakeholder-informed logo redesign process structured around four key phases:

1. Stakeholder Research and Interviews
The initiative began with targeted research and one-on-one interviews with each member of the RNRF Board of Directors. These discussions explored individual and collective perspectives on the organization’s mission, values, and visual aspirations. Insights from this process helped shape a shared vision and established design criteria grounded in RNRF’s purpose and evolving role in the environmental and scientific community.

2. Vision Board Development
Based on the themes and priorities surfaced during interviews, a vision board was created to guide the creative process. This tool visually mapped out key concepts such as environmental stewardship, interconnected ecosystems, interdisciplinary science, and forward momentum. It served as a strategic reference throughout the design phase to ensure the new logo maintained conceptual integrity.

3. Tagline Ideation and Development
In tandem with the logo redesign, a new tagline was developed to reinforce the visual rebranding. Several tagline options were crafted, each emphasizing RNRF’s commitment to sustainability, scientific collaboration, leadership, and community. These options were presented to the board for feedback and refinement.

4. Collaborative Selection Process
The final logo design embraced the use of colors that are embedded within natural resources: blue, green and tan. These bands of color were stylized to evoke movement, as if the earth was rotating. The design was further enhanced by incorporating the shape of a leaf into the design, symbolizing the natural, renewable resources of Earth.

Outcome

The result of this multi-phased, collaborative process was a dynamic new logo and tagline that modernize RNRF’s brand while staying true to its mission and values. The final tagline, “Empowering Collaboration for Sustainability,” encapsulates the mission of the new grant program and the broader purpose of RNRF’s work—amplifying collaboration and advancing sustainable outcomes through science and education.

By aligning its visual identity with its strategic goals, RNRF has strengthened its brand presence, positioned itself for impactful program launches, and reinforced its commitment to the advancement of natural resources science and policy.