The Michael & Susan Dell Foundation started in 1999 as a nonprofit organization with an endowment that has grown to more than $1 billion.
As the foundation moved toward an international presence, the need to build a broader yet global identity and culture was necessary. The previous brandmark was an enclosed rectangular box, which did not reflect the innovative and approachable attitude of the foundation. Further, the acronym MSDF was not recognized as the “Michael & Susan Dell Foundation”.
The overall strategy was to visually represent the foundation’s mission “to transform the lives of children living in urban poverty”, and to make its name more recognizable. Inspired by a butterfly, the new brandmark serves as a universal sign of transformation to represent the continuous journey to a brighter future.
As a result of the rebrand, the foundation’s visibility has increased nationally and internationally. Recent brand audit showed that grantees used more accurately the new logo and brand elements in their own communication, and had a clearer idea of the foundation’s focus and strategy. We have also seen an increase in the amount of traffic to the new website.