Q&A: Samantha Giusti on DVLF’s New Look

We spoke with DVLF’s executive director about the LGBTQ community fund’s new logo, shortened name, and “brand recharge.”

DVLF's new logo.

DVLF’s new logo.

We’ve seen a new logo and have heard around the Gayborhood that DVLF is also making other noticeable changes. What’s sparked these decisions?
Our organization last April decided that we needed to do a “brand recharge.” This is different from a brand change, because we plan to continue to do the same great work in funding various LGBTQ causes, but we needed a new look. DVLF wanted people to view our relationship with the community as a partnership. DVLF is “our” community foundation. We are the only public foundation focused on the needs of LGBTQ people in our region. We exist to provide a bright future for our shared LGBTQ community. We collaborated with three great organizations – Brand Champs, JaySocial, and Here’s My Chance – to see how we can visually reflect our desire to impact the community.

Working with three organizations on visually rebranding your organization seems costly. How did you do it without breaking the bank?
Good question. We had the opportunity to receive a grant from the Philadelphia Foundation, and that greatly helped support our efforts. The project was in the $10,000 range, and it was well worth it given the numerous organizations and donors we work with around the region. It was a very smart investment given that our city and the various communities entering are evolving and we need to adapt to that change.

What services and new revelations came from working with the three organizations?
They did a wide range of diagnostics within the company and beyond. We had an environmental scan that led to multiple focus groups, online surveys, and cross-section data collection to understand how and what our donors, recipients and the community think of DVLF.

I notice that DVLF is being said more than Delaware Valley Legacy Fund — anything to that?
Absolutely. We don’t refer to ourselves as Delaware Valley Legacy Fund anymore, but just simply DVLF now. Legally, we are still Delaware Valley Legacy Fund, but we have chosen to do away with the long title brand-wise. No one in the region refers to itself as Delaware Valley anymore, and folks are beginning to push for a Greater Philadelphia Area sentiment. Many who were surveyed felt the long title didn’t make them think of Philly, and we had to push for a more community vibe.

DVLF executive director Samantha Giusti, left, with Carrie Jacobs, executive director of Attic Youth Center, and Alyssa Mutryn, Attic’s director of development.

DVLF executive director Samantha Giusti, left, with Carrie Jacobs, executive director of Attic Youth Center, and Alyssa Mutryn, Attic’s director of development.

Which further explains why the new logo has the Philadelphia skyline with a pair of hands holding it. What does it symbolize?
It is a clear representation of DVLF, our mission, and our values. The logo — the hand lifting up our Philadelphia community — perfectly illustrates our new tagline “Serving the Greater Philadelphia LGBTQ Community Through Philanthropy.” Under our name, we also included a subtle, yet dynamic, dotted rainbow banner to further show the spectrums of inclusion and diversity we strive for.

It’s definitely a major shift from the safe navy blue star logo you once showcased. Any other enhancements being made to the organization?
Definitely, the visual improvements are also going to impact our outreach digitally. We are rebooting our social media outlets and have a brand-new website coming out in the next few months. With a new look, we wanted to expand our access to providing philanthropy to the various causes that Philly’s LGBTQ community supports.