Frequently Asked Questions

Why did ELK decide to undergo a rebrand?

The previous ELK logo was perceived as outdated, and ELK is in a transformative phase with the introduction of the ELK Education Center. The new brand aligns with this exciting evolution and enhanced impact for young children and their families.

How was the new brand developed?

The new brand was inspired by authentic conversations with ELK stakeholders, including students, graduates, staff, and community partners. Our brand designers actively participated in ELK events, such as fishing clinics, Urban Rangers programs, and First Friday events, engaging in meaningful conversations to fully understand what ELK means to different people.

What does this rebrand mean for the future of ELK?

Our mission and commitment to cultivating a diverse community of leaders and environmental stewards by increasing outdoor equity remain unchanged. This rebrand reinforces the trailblazing work ELK already does and represents a fresh chapter in our journey.

Will ELK's programs and initiatives be affected by the rebrand?

No, ELK’s programs and initiatives will continue to operate as before. The rebranding focuses on enhancing our visual identity and messaging while strengthening our commitment to our mission.

How can I get involved with ELK's new brand?

We invite you to join us in celebrating our new brand! Stay engaged with ELK through our events, activities, and social media channels. We welcome your thoughts and feedback as we embark on this exciting journey together.

Will ELK's community partnerships change with the rebrand?

No, our commitment to our community partners remains steadfast. The rebranding process involved collaboration with our partners to ensure our shared goals and values are represented in our new brand identity.

When will the new brand be officially unveiled?

The official unveiling of the new brand will take place at the annual ELK ‘n Eggs event. 

Can I still use the old ELK logo for reference or in materials?

While we encourage embracing our new brand, we understand the need for transition. You can continue to use the old ELK logo during a transitional period, but we encourage adopting the new brand as soon as possible to align with our fresh identity.


What inspired the colors and elements in the new brand?

The colors and elements in the new brand represent the connection between the natural world and us, a concept that resonated deeply during our collaborative workshops. We went with an abstract representation in order to appeal to the diverse preferences of the different age groups that we work with, aiming for a logo that would effortlessly translate across various mediums and printed materials. 

How can I learn more about the rebrand and its details?

We’ll be sharing a blog about the rebranding process. Stay tuned for updates on our website and social media channels for more information. We’re excited to embark on this journey with you, and your support means the world to us!