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.

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.