>   Events   >   National Campaigns   >   Introducing the new NASW brand: Stronger. Bolder. United.   >   Frequently Asked Questions: NASW Rebranding 2025
Various NASW members

Frequently Asked Questions

NASW Rebranding 2025


When did the rebrand launch?

On June 4, we introduced the social work community to our brand refresh. For more than a year, we heard members describe their vision of social workers thriving in new professional spaces. You shared expectations for a more responsive membership organization. You said you wanted us to move faster, to be bolder, and to stand up against shifting social trends and movements that exclude people. The rebranding is just one part of our response. We are making a variety of positive changes with our members and for the profession in these unprecedented times. Our rebrand rollout will continue through October, but our evolution will continue long after.


Why is NASW changing its brand identity now?

NASW has served and proudly represented our nation’s social workers for 70 years. Refreshing the brand this year begins our next chapter. We are a diverse group of voices calling society toward its highest potential. To remain viable, we must continue to attract new social workers as members and supporters. The rebrand helps us engage with different segments of the profession and to welcome all social workers.


What is the meaning of the new logo?

NASW members are often unsung heroes, fighting for equity and justice. When developing options for the new logo, taskforce team members decided not to abandon the existing logo but rather expand its meaning. The three stylized hands (instead of one holding the world) represent community, collaboration and unity among social workers and clients. The modern bold lowercase letters help convey openness, authenticity and action. The cool color palette of blues and greens is more welcoming.


When was the previous logo created?

The teal logo with a hand holding the globe was created and adopted in 1991. It has served the Association well for many years but was looking dated, especially in the current era of evolving technology and unlimited human connection. Our research confirmed that members were ready for a change.


Here is the article published in the NASW News when the previous logo was first adopted.

NASW News - NASW Takes on New Look for a New Era - By M. Scott Moss - NASW News Managing Editor - NASW has adopted a new logo to represent the association and identify NASW on its products and communications. The Symbol's adoption coincides with a new era in the associations development - the national headquarters move to Capitol Hill in Washington DC scheduled for February and the implementation of NASWs new strategic plan for the 1990s slated to take effect in July - Samples of the new sea-green logo, along with a series of illustrations depicting it's meaning - the world cradled and supported by a human's hand - went to the association's national and chapter leaders and staff in mid September - The concept for the logo evolved during a discussion by the Board of Directors' Executive Committee in August - After rejecting three proposed designs the committee felt that the association's symbol should embody the qualities of humanity, caring, power, and globalism - We are very excited about NASW's new image said Executive Director Mark Battle - We thing is has all the qualities that the Executive Committee envisioned in addition to portraying NASW as a professional corporate entity ready to function successfully for the good of its members and society in the 21st century - Each member will receive a small reproducible print of the new logo with the words Member, National Association of Social Workers - which members can have printed on their business cards if the wish - The prints will be mailed in membership dues invoices over the next 12 months and in new-member packets
New Logo - Image Goes Global - continued from page 1 - We wanted members to have this small gift as a way of letting them know that we value their membership Battle said - For the national organization whose headquarters will soo be situated near the U S capitol to increase NASWs social policymaking clout the logo depicts the association as dynamic effective vigorous and professional he said - Numerous comments by leaders and members during the strategic planning initiatives surveys and group discussions showed that members want their professional organization to depict an image of strength and effectiveness a strong voice advocating for our members and clients speaking effectively to national and international leaders he said - In addition Battle noted a new logo had to be chosen before the headquarters move to that it could appear on the new buildings entrance and on NASWs stationery and other materials which must be reprinted with the new address - Because the logo change also gives NASW an opportunity to forge a unified nationally recognized image chapters have been encouraged to begin using it as soon as they can - A gradual phase-in of the logos use by July 1993 was suggested allowing for chapters individual planning timetables and fiscal circumstances - The national headquarters also will phase in the logos use as current supplies of materials are exhausted - Some items such as already published books and other products will continue to bear the older logos - The redesign of national and chapter materials is being coordinated by NASWs Office of News and Media Production under the direction of Lucy Norman de Sanchez

Who is our rebranding partner?

NASW partnered with Russell Herder, an award-winning firm in Minneapolis, to build our rebranding strategy. While the new logo is a critical part of our brand identity, the RH team also guided our research, gathering a wide range of perspectives in the social work field. The brand refresh includes recommendations for our visual identity as well as ideas for communicating differently with members and constituents. The rebrand also helps our incredible network of Chapters provide unique, but consistent, experiences for members.


What are NASW’s priorities this year?

Our volunteer leadership and professional staff are focused on member engagement, advocacy mobilization and association innovation. Rebranding allows us to communicate about social work values and accomplishments in fresh ways; to provide relevant new resources to our members; and to invite collaboration with different allies. Social workers are stronger together in a community of professional support and collective advocacy.

Do you have another rebranding question? Email us media@socialworkers.org.

NASW Logo