Scroll to top


Siegel+Gale Unveils New Name and Brand Identity for Tobacco Control, Non-Profit: Truth Initiative

New York, September 29, 2015.

Global strategic branding firm Siegel+Gale announced the completion of the rebrand for Truth Initiative, formerly the American Legacy Foundation or Legacy, the largest non-profit public health organization in the U.S. devoted specifically to tobacco control.

Legacy has a history of producing game-changing public health initiatives related to tobacco control—most notably their award-winning truth youth smoking prevention campaign. As the organization was launching the next generation of the truth campaign, Legacy partnered with Siegel+Gale on a robust rebranding initiative designed to examine how the organizational brand could be strengthened to further its mission. Truth Initiative

Siegel+Gale conducted in-depth, proprietary quantitative and qualitative research to assess the position of Legacy and its peers in the market. Siegel+Gale determined that the truth brand had significant equity in tobacco control that stretched well beyond it’s intended youth audience and could support a broader mandate. Through the engagement, which included naming, brand architecture, messaging and visual identity, Siegel+Gale created greater cohesion around a central idea that clearly conveys the purpose of the organization and rallies its supporters around a common goal. The new brand is simply encapsulated in the new organization name, Truth Initiative and the promise of Inspiring Tobacco-Free Lives.

“This was a unique opportunity for Truth Initiative to utilize such a strong, recognizable campaign brand to support its efforts in not just public education, but tobacco control research, policy studies and community-based grassroots activities”, said Daniel Golden, strategy director, Siegel+Gale. “The alignment between Truth Initiative and truth creates a stronger, more unified presence and simple, focused approach to tell their story and further their purpose”.

Along with a new name and story, Siegel+Gale designed an iconic symbol, drawing equity from the truth campaign wordmark, the identity infuses key aspects of the campaign into the organizational brand. Orange was leveraged as a signature color to further link the organization to the campaign. The new identity system builds upon the symbol’s foundation form of a circle, providing a confident and contemporary visual presence in print, environmental and digital applications.

The rebrand presents a more coherent, consistent and linked presence and identity, enabling the Truth Initiative’s ecosystem to work in harmony to further it’s purpose of Inspiring Tobacco-Free Lives.

“Truth Initiative is our next chapter as a tobacco control leader”, said Robin Koval, CEO and president of Truth Initiative. “By changing our name to Truth Initiative and adding our new tagline – Inspiring Tobacco-Free Lives – we are building on what we are best known for to gain better visibility and clearly communicate all that we do.