Regional is the new national. Solutions to the environmental problems that threaten our economy, our security and our health are not coming from Washington. Instead, they’re being forged by energetic and creative problem-solvers like CLF who work in regions and states and strive to create models for the rest of the country. This is CLF’s moment.

But we can’t do it small.

To be truly effective in the face of the unprecedented challenges facing New England, we need a movement behind us. We need neighborhoods standing up for their right to clean air and water, cities and towns demanding better transportation options, and a whole region clamoring for clean energy.

About a year ago, we started work to ensure that our story was clear and compelling and inclusive enough to engage a whole region in our mission. We began by asking employees and board members, partners and adversaries, long-time members and new friends what draws them to CLF. Resoundingly, we heard: “CLF protects my New England.”

This notion of protection is inherent in CLF’s brand: our region’s abundant natural resources, as well as its historic cities and towns, are in peril from the impacts of climate change and other realities of modern life. CLF has a long and successful history protecting New England’s environment – from a landmark lawsuit that prevented oil and gas drilling off of our shores to developing green car insurance that rewards people for driving less. At CLF, protection is not about keeping things the way they were. It anticipates the reality of a changing environment and is on the cutting edge of planning for it, to ensure that our region will continue to thrive. This kind of protection requires pragmatic, science-based approaches, fearless creativity, and a willingness to collaborate to find solutions to our most complex challenges.

To convey the many facets of CLF’s brand, built painstakingly over 44 years, we needed to refine, not redefine, our story. We started with articulating our mission:

CLF protects New England’s environment for the benefit of all people.  We use the law, science, and the market to create solutions that preserve our natural resources, build healthy communities, and sustain a vibrant economy.

And our vision:  A healthy, thriving New England – for generations to come.

Our new logo, with the emphatic red “zing,” is the ultimate distillation of CLF’s brand. It’s at once humble and outspoken, pragmatic and creative, patient and dynamic. And yet, it’s simple. Similarly, our new marketing and communications materials – both digital and print – are designed to let our stories stand out. There is lots of white space, an antidote to our tendency to accumulate. Our new design will discipline us to be economical with our words and keep our messages crisp and clear.

Economy of words is never more important than in a tagline. Our five are the answer to every question about why we do what we do:

For a thriving New England

There is no doubt that our ability to communicate our story effectively is key to achieving our mission. It is the currency with which we develop relationships with our members, with foundations who share our vision, and with influencers in the legislature and the media who help further our cause. With a great story to tell and, now, a great way to tell it, we are ready to seize this moment for CLF and galvanize all who would join us in protecting our New England.

A logo is a funny thing. At first, you want to compare it to everything you’ve ever seen before. Ask 10 people and they will all see something different, but will grasp for the familiar in it. But over time, a logo takes on meaning of its own. Even with no words attached to it, we can identify the organization behind it. It says something startling about us that we can process the thousands of visual impressions we take in every day, mix in the messages we hear, and bring all those to mind when we flash on an image as simple as, say, a red line.

In our new logo, we hope you will see both the CLF you’ve come to trust, and the energy we have for tackling the environmental challenges ahead. The red line, or “zing,” as we’ve started calling it around here, is our version of the exclamation point. It says, “And we mean it.”

Our new logo is just one element of a whole new look and feel for CLF’s marketing and communications. We invite you to be among the first to get a glimpse at our brand new website, launched today. We hope you will tell us what you like and what you don’t, and come back often, as we are adding more content every day about our work and ways you can get involved. Starting today, you will also see our new look on Facebook and Twitter and coming soon in our print and digital publications, online communications, advertising and more.

We have some work to do before the zing means:  those people who cleaned up Boston Harbor, or that group that saved the cod, or the ones who made our cars cleaner. We’ll continue solving New England’s toughest environmental problems, and telling you about it here on our blog, on our website, in our publications, and in the media. In time, we hope, when you see the zing, you will say, “CLF: they’re the ones who protect my New England.”