FALLS CHURCH, Va. — Food For All, the turnkey charitable-giving organization that has grown its services beyond hunger relief, is getting a new name to reflect that expansion.
As of Feb. 1, the organization will call itself “Making Change,” a reference both to its efforts to make improvements in local communities and to its checkstand-donation programs.
“We felt we needed a complete rebranding,” Denis Zegar, president of Food For All, told SN. “We do a lot of different programs not directly related to food, from Wounded Warriors to breast cancer. We needed something that could be an umbrella.”
Gyro, a global B-to-B marketing and advertising firm based in Cincinnati, agreed to conduct a rebranding pro bono. The new logo, featuring multiple colored circles of various sizes, is meant to reflect inclusion and diversity, while the increasing size of the circles, symbolizing coins, represents growth and giving.
“We think this new brand identity will enable us to basically explore any program without being tied to food,” Zegar said.
The organization was originally founded in 1985 by a group of supermarket wholesalers as the Food Industry Crusade Against Hunger (FICAH), but changed its name to Food For All about 10 years ago.
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