Our New Look: Powering an Equitable New York in 2022 and Beyond
David R. Jones
Starting today, the Community Service Society of New York (CSS) has a new look.
CSS has always been an unwavering champion for a more equitable New York. As our city and state fight back from a pandemic that has brought the systemic inequities of our society into clear focus, our role as a megaphone amplifying the issues that matter most to New Yorkers fighting for equity and against injustice is more important than ever.
In that light, CSS is excited to announce our bold new brand identity, one that will make our megaphone as powerful as possible. Our new logo, tagline, and colors reflect who we are in 2022 and where we’re heading, while continuing to draw on our more than 175-year fight for a New York where everyone lives with dignity and economic security.
Our new identity marks our strength and dynamism while injecting fresh, bold energy. CSS has worked with and for New Yorkers since 1843 to champion an equitable city and state. We played instrumental roles in pioneering the community health center movement, creating New York City’s first tenement housing reform laws, and laying the foundations for the New Deal and Social Security. Today, we're fighting to overturn systemic inequities and expand opportunities for people facing economic insecurity. This includes issues like Good Cause eviction protections, Clean Slate legislation that will automatically seal eligible conviction records, and the end of unfair medical billing practices that leave patients in unthinkable financial circumstances. Meanwhile, our program services are helping more than a hundred thousand New Yorkers each year access quality health care, helping hundreds of local service providers and their clients navigate the public benefits maze, and mobilizing tens of thousands of hours of volunteer service.
Our new tagline — “Powering an equitable New York” — reflects our guiding principles. We believe that equitable access to fundamental rights and opportunities will make New York stronger — because everyone will be able to plan their futures here. On the flip side, when systems and policies that uphold racism and inequality go unaddressed, we all suffer. By centering the voices and experiences of people facing economic insecurity and fighting against injustice, we focus on issues that touch every facet of life to pave the way for lasting economic equity.
I hope you are all excited about this next chapter for CSS. Leveraging our new brand identity and messaging platform will foster more effective communications and engagement, enabling us to grow deeper connections with larger audiences and deliver even greater victories for New Yorkers facing economic insecurity.
Our next step will be launching a new website later in the year — so stay tuned. You can subscribe to our email list and follow us on social media for updates.
Right now, you can support us by helping spread the word about our new look and all of the work we do in research, services, and advocacy to strengthen our city and state. By engaging with us on social media and sharing the news with your community, you can join us in powering a more equitable New York.
Still have questions? Learn more:
Why did CSS decide to rebrand?
CSS has always been an unwavering champion for a more equitable New York. But over the course of the pandemic, the systemic inequities facing our city and state — from inequitable health care outcomes to an economy that is leaving many workers behind — have come into clear focus for all New Yorkers. Our role as a megaphone highlighting important issues that affect New Yorkers fighting for equity and against injustice is more important than ever. So over the course of this past year, we worked to strengthen our organization’s brand so our megaphone is as powerful as possible.
What changes did you make and why?
Our new brand is a reflection of who we are as an organization in 2022 and where we’re heading. Our new logo and visual identity serve as markers of our strength and dynamism and inject fresh, bold energy.
We also crafted the tagline “Powering a more equitable New York,” which concisely reflects our commitment to the work and the role we play in it, and illuminates our north star at all times.
How does the new brand strengthen CSS’s vision for an equitable New York?
CSS has been – and always will be – a force for systemic change in New York. Our vision is to create a more equitable New York, and we know how to get the job done so that all New Yorkers can live and thrive.
Our bold new brand identity and messaging platform will foster more effective communications and engagement, enabling us to grow deeper connections with larger audiences and deliver even greater victories for New Yorkers facing economic insecurity.
When will the new brand be rolled out?
The new brand will be rolled out in early 2022. At that time, all of our public-facing materials will transfer over to using the new look and messaging.
Later in 2022, we will unveil a new website. Stay tuned!
What does this rebrand mean for me? How can I best support CSS?
Our mission hasn't changed, and your support — as an advocate, partner, donor, volunteer, or concerned New Yorker — only makes our research, services, and advocacy more effective. You can help spread the word about our new brand by sharing this blog post, or by sharing information about any of our publications, programs, and campaigns.
We also want to hear your thoughts on a question that’s central to informing our work: “What does an equitable New York look like to you?” Subscribe to our email list or follow us on Twitter, Facebook, and Instagram to receive more information on submissions soon.