Our Brand

Our Brand is a foundation for clear and consistent communication of the Thurgood Marshall College Fund (TMCF). Adhering to common standards ensures that the organization’s correct name appears on all official TMCF communications and that the organization has a common “look and feel” throughout all mediums. Differentiating the TMCF brand from organizations pursuing similar efforts and donors is critical to raising awareness and funding for the organization.


branding Graph

The logo above is the official logo and foundation of the TMCF brand. The logo was designed to incorporate three graduates while recognizing the name of the organization and highlighting its slogan.

The logo is deliberately distinctive and designed to be easily recognized globally. It consists of three elements:

Symbolic Icon: Three images (called graduates) outfitted in traditional graduation cap and gown. The icon is genderless and therefore, representative of male and female. Although the figures are black, they are representative of students of all colors and nationalities.

Logotype: The typeface was selected, as it is both readable and balanced. All letterforms are from the same font family: Times New Roman Bold (modified) and Optima Bold. The logotype contains the name of the organization.

Slogan: The slogan is the base of the logo to reinforce the organization’s mission.



The slogan, WHERE EDUCATION PAYS OFF, was created in 2011 in collaboration with global public relations and communications firm Burson-Marsteller. In order to facilitate effective positioning within the current landscape, TMCF identified a slogan that validated brand differentiation from other organizations and that will communicate a relevant message about the new direction of the organization which is to help future leaders get the most from their education.

Click here to download the full TMCF Brand Standards & Guidelines