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

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NEW YORK CITY, NY, September 24, 2015 – Global strategic branding firm Siegel+Gale ( today 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.

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.”


About Truth Initiative

Truth Initiative is a national public health organization that is inspiring tobacco-free lives and building a culture where all youth and young adults reject tobacco. The truth about tobacco and the tobacco industry are at the heart of our proven-effective and nationally recognized truth® public education campaign, our rigorous and scientific research and policy studies, and our innovative community and youth engagement programs supporting populations at high risk of using tobacco. The Washington D.C.-based organization, formerly known as Legacy, was established and funded through the 1998 Master Settlement Agreement between attorneys general from 46 states, five U.S. territories and the tobacco industry. To learn more about our work speaking, seeking and spreading the truth about tobacco, visit


About Siegel+Gale

Siegel+Gale ( is the simplicity company. We seek it, defend it and embrace it in everything we do to help brands reach their true potential. Simplicity is the centerpiece of the strategies we develop that reveal the unique truths of an organization, the engaging stories we create that connect brands with their audiences and the meaningful experiences we deliver that are both unexpectedly fresh and remarkably clear.

Since 1969, Siegel+Gale has championed simplicity for leading corporations, nonprofits and government organizations worldwide. We have offices in New York, Los Angeles, San Francisco, London, Riyadh, Dubai, Shanghai and Beijing, but we’re willing to fly just about anywhere. We’re also not alone. As part of the DAS Group of Companies, we have strong partners all around the world.


About the DAS Group of Companies

The DAS Group of Companies, a division of Omnicom Group Inc. (NYSE: OMC) (, is a global group of marketing services companies. DAS includes over 200 companies in the following marketing disciplines: specialty, PR, healthcare, CRM, events, promotional marketing, branding and research. Operating through a combination of networks and regional organizations, DAS serves international, regional, national and local clients through more than 700 offices in 71 countries.

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Molly Muldoon
Senior PR Manager, Siegel+Gale

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