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January 18, 2008

UNCF Updates Its Brand Naming

The announcement in the New York Times that The United Negro College Fund is revising its name to simply “UNCF” but keeping its famous slogan or tagline “A Mind is a Terrible Thing to Waste” should come as no surprise.

They have revamped their torch logo and the typography of their name to create a more inclusive image.UNFClogo.gif

The main problem is the word “Negro,” it is simply not appropriate anymore and has been contentious in American culture for over a hundred years. Nowadays, Norman Mailer’s famous “White Negro” declaration is achingly dated and irreverent.

Back in 1999 the American Association of Retired Persons made a similar move, changing its name to the acronym AARP, partly because the word “retired” rankled a group of people who were anything but.

I think the UNCF acronym makes good strategic sense. The new logo is modern and contemporary while still familiar and reinforces the move to the UNCF acronym brand name.

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Posted by William Lozito at January 18, 2008 7:35 AM
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