Dear Aurora Interfaith community,
We are excited to announce the launch of Aurora Interfaith Community Services’ new logo and brand! We have grown and evolved over the years, and we are refreshing our brand to better reflect who we are. The general public, participants, volunteers, and board members have often commented on our building and logo, telling us that it wasn’t clear who we are or what we do. We have heard statements like, “I have lived on this street for 15 years and never knew you were a food pantry!” With our one-story gray building, we looked more like a dentist office than a food pantry.
After hearing this feedback repeatedly, and especially after several years of rapid growth, we agreed that it was time to go through a rebranding process. One of our first steps was to update Aurora Interfaith’s strategic plan to ensure that any branding changes would be in line with our current direction, including our mission statement, values, and goals. This strategic planning process brought us to an updated mission statement, which reflects the heart of what we do: “Aurora Interfaith feeds the hungry and provides other supportive services.”
In support of this new mission statement, we have also created a new slogan that will appear in five different languages in all of our branding: “Food+Faith=Love.” For anyone who is integrating into a new culture with an unfamiliar language, often the first word to learn in that new language is “food,” as it is essential for survival. Aurora Interfaith started in churches, and “interfaith” is still an important component of our identity, being defined as “relating to or between different religions or members of different religions.” We take our interfaith values a step further than that definition; Aurora Interfaith is purposefully and resolutely open and accepting of all languages, cultures, and beliefs. And lastly, but most importantly, love is a universal language of care, community, and compassion, which guides us in what we do each and every day: feed the hungry.
Aurora Interfaith’s new mission statement and slogan led to the design of our new logo, which showcases who we are in the community. After careful consideration, we have chosen a new logo that is modern, with key elements that convey our mission and orientation toward growth–while remaining true to our longstanding commitment to feeding the hungry.
We are proud of Aurora Interfaith’s long history in the community and thrilled to have a new mission statement, slogan, and logo that reflect our values and work. Thank you for being a part of our community!
With love and gratitude,
The Board and Staff of Aurora Interfaith
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