NFP Partners Introduces a New Logo
“I wanted a fresh look, one that embodied our core values and one that we feel visually represents our desire to meet our nonprofit clients where they are and guide them forward. The new logo really solidifies what NFP is without changing anything. It puts in a picture what we’re about which is serving our clients as their partner.”
At NFP Partners, we believe a logo should be more than just a symbol—it should tell the story of who we are. As we evolve and grow, we felt it was time for our logo to reflect the core values that drive us: build, unite, care, knowledge, communication, innovation, and dedication.
Our new logo has been crafted with care to align with our brand identity and purpose. It represents the heart of what we do— impact the nonprofit world one accounting challenge at a time. While NFP Partners as you know will remain the same, we’re excited to share a new visual identity that truly reflects the spirit of our company and the incredible clients we serve.
Past Logo
Current Logo
The Process
In the search for a new visual identity, NFP Partners Marketing Coordinator, Marcel Moore, held conversions with several people in the company from the leadership team, newer team members, and staff who have been with NFP for 8+ years.
The feedback received from our team members lifted the need to have a logo that didn’t necessarily “scream we are accountants as much as something a bit more of a partnership-feel and family-like,” as quoted by CEO Laura Jorstad. A few logo versions the team chose not to continue with are below:
What the Logo Means
Ultimately, we want people to associate our logo with being happy, comfortable, cared for, and included. The company chose to use images connected to those emotions. Here’s a breakdown of our logo:
The bird: This element, in part, represents the freedom our nonprofit clients have to navigate where our partnerships go because of our flexible service options.
The hands: We add a personal touch to our services by developing a partnership versus just servicing a client. The hands represent our ongoing effort to support nonprofits’ growth, operational efficiency, accountability, and regulation.
The ribbon: This element is meant to represent going around the world which goes hand-in-hand with our tagline “impacting the nonprofit world, one accounting challenge at a time.”
The hands and bird combined: Together, the hands and bird resemble the shape of a heart to represent our passion for what we do, and the care we have for our nonprofit clients.
After over 15 years with our original logo, NFP Partners is excited to embrace a new chapter with a fresh, modern design. To hear more about this change, click here for words from Laura Jorstad. The purpose of this project is to realign our visual identity with our current core values and services. We hope you like the new visual identity as much as we do!