Shaped by community. Grounded in purpose.  

Over the years, we’ve been speaking with donors, partners and community builders like you to better understand what you think about ECF and value we bring to greater Edmonton.

Consistently, you told us  that you wished more people knew about us. You called ECF, “Edmonton’s best kept secret”, “A flexible and innovative funder”, “A relationship builder and connector” and an organization with community “at the centre”. 

We agree. 

Your feedback helped shape how we tell our story. Grounded in our history, and informed by what we heard from our community, our brand reflects our purpose, vision, mission and values. We’re more than a funder of the charitable sector or a partner for donors to leave a legacy. We are a catalyst for community well-being and vibrancy, driven by a long-held vision of a city where together, we thrive.  

Our visual identity brings this story to life. The design, imagery and language reflect who we are, what we do, and the direction we hope to take, together.  The hand-written ECF conveys the importance of human relationships and meaningful connections. Cursive is a personal expression that fosters connection between people. It takes time, effort, care and commitment to write a message. It reflects the characteristics identified in the brand personality and the feedback we heard – ECF is a relationship builder, connector and listener.   

The continuous line represents our role as a connecting point between charities and donors; between ideas and execution; between opportunities and solutions.  Our new colour palette features vibrant colors that reflect our boldness and diversity, with green as our primary color. Green signifies trust and credibility, conveying warmth and friendliness. It’s a versatile shade with broad appeal across all demographics.

Our brand is more than a look or collection of words. It’s an expression of who we are, what we believe and the relationships that guide our work. We hope you see yourself in it, too.