In late 2020, the Board of Directors approved a new Purpose Statement for Philanthropic Foundations Canada, as a national network that strengthens Canadian philanthropy – in all of its diversity and in its pursuit of a just, equitable, and sustainable world.

To complement this important organizational evolution, PFC wanted to ensure a holistic look and feel across all collateral to reflect our inclusive vision, mission, and leadership at PFC, our work to mobilize our membership, and our dedication to generate impact in Canadian communities and beyond.

After working hard for nearly 18 months, with the generous contributions of our board, membership, and respected communications experts, we are pleased to share our refreshed brand with our network. You may have already seen elements of the new branding over the last few weeks, and starting today, we will begin using all the new branding elements in earnest.

The inspiration for the refreshed PFC logo is a network that values diversity, community and collaboration. We help foundations in contributing to the common good. The overlapping circles in the logo represent connection, collaboration, and peer learning. The droplet represents diversity, movement, transformation, and change.

While green will be the primary colour for the logo, we have a wide brand colour library and palette to reflect the range of our work and that of our philanthropic community.

In addition to a refreshed brand, at the end of April PFC will be launching a new website to better connect with our membership and wider network of partners, tell our story, and support our expanding communications goals.

You’ll see that our website redesign is centered on the user experience and helping visitors better understand who we are, what we do, and more easily navigate the vast resources we provide.

With our brand refresh in tandem, we will have a fresh suite of forward-facing digital assets that better represent our purpose and strategic directions, and that reflect a more accurate persona of who we are and what we want to present to our communities. Stay tuned!

In the meantime, we realize that changing branding is a process. If you have used the PFC logo in any of your marketing materials, please assist us in updating them. Our new marketing kit with visuals can be found here.

If at any time you have questions, please don’t hesitate to contact me.