• January 18, 2008

The United Negro College Fund (UNCF) has launched a new brand identity.

Among numerous design changes, the organization's brand signature will now be distinguished simply by the initials "UNCF" and visualized in a brighter, more contemporary color palette.

Iconic facets of the brand will also be more clearly emphasized by prominently integrating its famed leadership torch with one of the most widely recognized brand lines in advertising history: "A mind is a terrible thing to waste."

UNCF's "An Evening of Stars" Tribute to Smokey Robinson will feature the new brand's first national appearance Jan. 26 and 27.

The new identity will also be visible on television commercials and print advertising created by Y&R Advertising in partnership with the Ad Council.

--Nina M. Lentini