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Various NASW members

Introducing the new NASW brand:

Stronger. Bolder. United.



Together, we’ve begun our journey with a fresh brand identity that includes an exciting new logo and color palette, as well as an inspiring video that reflects our new positioning statement. It all serves to underscore the value and impact of your work. And we’re only getting started. Exciting things are happening, and we invite you to join us.



Who stands up for the vulnerable?
Who makes the difference in times of need?
We do, because we’re social workers.



Because our profession
never stands still.

As quickly as our profession must continue to evolve, NASW is leading with a fresh look and stronger voice than ever before. Our new identity captures who we are today and where we're going – together.

It’s the result of listening deeply to our members across the country, drawing from your passion, commitment, and vision for a profession that leads change. You described a reinvigorated association, rising to the demands of this singular time in our collective history. We created a platform for this vital work, one that reflects the energy and passion of our members.

Group of people hugging

Why we rebranded

Member voices were heard. Based on our research, interviews, and focus groups with NASW members and partners, the need for an updated NASW brand was increasingly clear. People we spoke to expressed that the existing logo was out-of-date, uninspiring, and hard to understand.

Members want NASW to be a unified home and voice for all social workers. They want to see the organization evolve and be forward-thinking. Members want NASW to express:
Unity | Diversity | Collaboration | Action | Purpose | Evolution

A key part of our brand is our logo, a tangible symbol of change, energy, and promise that we use every day. It is a symbol meant to convey a much larger purpose. The National Association of Social Workers represents social work professionals committed to making a difference and elevating the greater good. Social workers get things done by coming together through NASW action and advocacy. Our profession is diverse and interwoven, gaining strength through collaboration and a collective vision.

The new logo helps communicate our mission.

Frequently Asked Questions


  1. When did the rebrand launch?
  2. Why is NASW changing its brand identity now?
  3. What is the meaning of the new logo?
  4. When was the previous logo created?
  5. Who is our rebranding partner?
  6. What are NASW’s priorities this year?
NASW Logo