New Look

Have you seen our new look?  I want to take a few minutes to explain the exciting new brand identity that was recently announced and rolled out in the beginning of November.


The brand identity starts with a brand position.
Our Brand Positioning Statement:

Inspiring Results
JDRF is the leader of the type 1 diabetes (T1D) community-unifying global efforts to cure, treat, and prevent T1D.  Through a transformative vision, breakthrough innovation, and effective operations, we are inspiring tomorrow’s hope through today’s results.

This new JDRF identity was created as a result of two critical considerations.

1. We recognize that a part of our mission must be to keep those living with type 1 diabetes today alive and healthy until we arrive at a cure.
2. We understand that the word “juvenile” is no longer descriptive of the disease or those burdened with it.  In fact, market research tells us that 85% of those in the U.S. with the disease are adults.  We must communicate that JDRF is an organization for ALL ages, and ALL stages of the disease.

Consequently, we have dropped the name “Juvenile Diabetes Research Foundation” from our identity and will be known simply as JDRF to better reflect our commitment to work for ALL those with type 1 diabetes.

In the logo design you will see the unique inclusion of the “T1D” symbol moving us toward establishing T1D as identifiable shorthand.  Another element to the logo is the “momentum lines” that frame the JDRF name.  This element adds more energy and motion to the overall look of the identity and is reflective of both the progress we have made and the accelerated progress we seek. 

The new tagline distills the goals of JDRF to their simplest form: “Improving Lives. Curing Type 1 Diabetes.” The key consideration of “Curing” is highlighted and underscores our recognition that we are engaged in an ongoing process.  “Type 1 Diabetes” in the tagline reinforces the inclusion of the T1D symbol. 

I hope this deconstruction of the new identity is informative.  Should you have any questions please do not hesitate to contact me at .(JavaScript must be enabled to view this email address).

-Laura Chalker, Executive Director