Academy for Teachers

Brand identity for a nonprofit organization created to honor and support NYC area teachers.

In the wake of Covid-19 and the massive shift to remote learning, Academy for Teachers significantly diversified their program offerings to reach teachers where they are, during a time teachers are more important—and less supported—than ever before.

AFT worked with Pentagram to clarify their message and elevate their brand to reflect the organization’s expanded reach. Pentagram developed a brand direction, “Elevate & Radiate,” to represent both respect for the profession of teaching and a celebration of the community; a two-pronged approach that encouraged AFT to focus on teachers, with the understanding that teachers impact the world.

The new strategy led to a bold, fresh visual identity system that harnesses the energy and passion of the organization. The deceivingly simple logomark represents not only a hidden A and T for the organization’s initials, but also AFT’s unique programming, which unifies teachers from three diverse worlds—public, private and charter schools (something rarely seen in professional development).

Inspired by the three sections of the logo, geometric shapes become a brand system of overlapping and interacting moments that represent the exchange of ideas and experiences between teachers, their students and beyond.

AFT’s' new website included extensive reorganization of AFT’s immense catalog of offerings. A full stationery suite, social media system and a variety of merchandise takes the Academy for Teachers into their next chapter.