The Robert F. Kennedy Center for Justice and Human Rights today unveiled a new logo and announced a new name: Robert F. Kennedy Human Rights. The change simplifies the older title to focus on the organization’s core mission of partnering with the bravest people on earth to create a more just and peaceful world.
“Our name and our logo have changed, but our commitment to fighting for justice and human dignity is as strong as ever,” said Kerry Kennedy, President of Robert F. Kennedy Human Rights. “Under our new banner, we will continue to partner with human rights defenders in the field, educate students in the classroom, and engage the business community about issues of sustainability.”
In a nod to the organization’s long heritage, the new logo retains the blue and white color scheme that has characterized Robert F. Kennedy Human Rights since it was founded by Ethel Kennedy in 1968, and its distinctive shape suggests the letter “K”. The logo was designed by Cincinnati-based LPK, the world’s largest employee-owned brand agency.
“The new name and logo are the result of a careful strategic plan to strengthen our brand’s position in the human rights landscape,” said John Zurick, Chief Operating Officer of Robert F. Kennedy Human Rights. “We are already one of the oldest and most effective human rights organizations in the United States. With a crisper name and a bolder logo, we will now be one of the most recognizable as well.”
Under the new name, Robert F. Kennedy Human Rights’ core programs remain unchanged:
* RFK Partners for Human Rights joins human rights defenders in the field with support in advocacy, litigation, and training.
* Using the stories of the world’s foremost human rights defenders, RFK Speak Truth To Power offers teachers a flexible curriculum that teaches students to work for change in their communities.
* RFK Compass convenes leading fiduciaries, finance professionals, and academics for a thought-leading discussion of sustainable business.
* Robert F. Kennedy Legacy stewards the life and vision of Robert F. Kennedy and presents the annual Robert F. Kennedy Book and Journalism Awards.
The rebranding also extends across the Atlantic Ocean: Robert F. Kennedy Center Europe will now be known as Robert F. Kennedy Human Rights Europe.