Magazine article American Forests

More Than Skin Deep

Magazine article American Forests

More Than Skin Deep

Article excerpt

DURING THE PAST YEAR, YOU MAY have noticed that American Forests has made several changes to the way we present ourselves to the world.

In June, we introduced our new logo. In July, we launched a totally redesigned and rewritten website. We have also created new promotional and educational materials and, with this issue, bring you the new look of American Forests magazine.

While all of this might seem like window dressing, there is actually a lot more to it than you might think.

First, these outward changes reflect the significant deeper changes we have undergone in the last year. These include a renewed commitment to expand our conservation efforts to protect and restore forest ecosystems; enhanced efforts to ground our work in sound science and to advance the science related to our mission; and a new commitment to raising public awareness about the importance of forests for the overall health of the planet.

Second, while American Forests has a long and storied history, our work is very much about creating a better future. Our public face needs to communicate that we are an organization in step with the times. To accomplish this, our logo, which had not been updated since our name change 20 years ago, was changed to the contemporary tree logo you see today Similarly, our magazine has received a very modern makeover.

Third, these communications efforts help lay the groundwork for a big new goal of ours: to make people; more aware of the significant environmental and social benefits of healthy forests, as well as the mounting threats they face. In the last six months, American Forests' work has been featured in The New York Times, USA Today, The Washington Post, Los Angeles Times and Outside magazine and on NPR, to name a few. …

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