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Brand Refresh FAQs

////Brand Refresh FAQs
Brand Refresh FAQs2019-07-26T17:34:56+00:00

Brand Refresh FAQs

What’s changing?

We are now Second Harvest of Silicon Valley. Today you’ll start seeing our new logo and colors on our website, buildings, trucks and in other places.

What’s not changing?

Our vision, mission, values, commitment to our community, and the geographic areas we serve remain the same. We have a new look, but we have the same commitment to ending local hunger.

When is it changing?

As of July 30, 2019, our new name and logo will appear on our website and social media. Over the next few months our branding will be updated on our buildings, signs, delivery trucks and more.

Why is it changing?

Our updated branding will allow us to better reflect who we are today and where we are headed in the future. Our new name and logo will also help our outreach efforts as we work to streamline our communications.

We have served Santa Clara and San Mateo counties for many decades, and in that time our impact has grown as we have implemented new ideas and strategies for serving our community. Because we are located in the heart of Silicon Valley, the global center of innovation and entrepreneurship, we have opportunities to align with those values and find better ways to connect more people to nutritious food, while also honoring our legacy.

How was the brand refresh funded?

A portion of our operational expenses are always earmarked for communications, with the goal of using advertising, media and other outlets to reach more people. The brand refresh was funded through that budget.

Brand work is expensive, why do this and not just buy more food?

After careful analysis of the costs associated with a brand refresh, we decided it would be a good investment in our future. We have grown and evolved over the years to meet the rising challenges and embrace the opportunities that exist in Silicon Valley. We needed to update our name and look to better reflect who we are today and where we’re headed.

Does the money I/my organization give/s still go to the same programs, services and people in my community?

Absolutely. Your dollars will continue to fund programs and services that are helping people get the nutritious food they need to thrive — 95 percent of every contribution goes directly to client programs.

Why does the new name include “Silicon Valley,” but no longer has San Mateo or Santa Clara counties?

We wanted our name to include Silicon Valley because it better reflects the community we serve, with its rich diversity, entrepreneurial spirit and high cost of living. Our new name embraces both the challenges and opportunities that exist in Silicon Valley, and as more and more tech firms find a home base in San Mateo County, it’s becoming accepted as being part of Silicon Valley. Additionally, by having the names of the counties we serve in our old name, it opened up the possibility for people to mistakenly think we’re a government agency, which we are not. We help connect people to critical food resources regardless of their status.

Why did you remove “food bank” from the name?

We don’t think it’s necessary* to include food bank in our name any longer – most people refer to us as Second Harvest already. We are still a food bank, with the same commitment to providing nutritious food to our community. But we are more than just a food bank — we are leading local efforts to end hunger by bringing together the people and resources needed to solve this problem.

*For our partners and clients with limited English, we will always use food bank as a descriptor in our printed materials so that it is clear we are still offering the same services regardless of the name change.

Does Second Harvest still serve my city? Have you changed your services?

Yes, we still serve the same geographic region, which is all of Santa Clara and San Mateo counties, and our services have not changed.

Why now?

We are in the process of expanding our services and finding new and better ways to reach more people with food, so we took this opportunity to update our name and logo to better reflect who we are today and where we are headed.

How does a refreshed brand help Second Harvest reach more people?

Our research revealed that many of our clients and donors — our community — didn’t always understand the full scope of what we do. Because 1 in 4 people in Silicon Valley is at risk of hunger, we know we need to reach as many people as possible with our message. A more clearly defined brand will help us promote our services in a more concise, consistent and effective manner.

Will your website URL and email change?

No. Our website will still be www.shfb.org and you can continue to email your contacts at the same email address you always have.

I still have questions, how can I get more information?

Please email us at marketing@shfb.org and we’ll be happy to answer any questions you have.