Southern Poverty Law Center launches new brand honoring civil rights movement

The Southern Poverty Law Center (SPLC) on Wednesday unveiled a new brand building on its legacy of fighting legal battles for justice and charting its continued course as a catalyst for people-powered, transformative change in the South and beyond. 

“Rooted in the Deep South, centered in racial equity and grounded in civil rights history, the SPLC is beginning a new era of work to build power for multiracial, inclusive democracy and reverse the tide of white nationalism,” SPLC President and CEO Margaret Huang said. 

The new brand utilizes the organization’s iconic visual style, inspired by generations of freedom fighters, to reflect the group’s commitment to shifting political power to Black and Brown individuals in the South. 

Its new brand will build on the organization’s history of successful litigation and leverage its organizing, advocacy and community outreach abilities. 

As part of its new branding strategy and ongoing evolution, SPLC is also opening new state offices in Mississippi and Alabama. The offices will serve as connection points for organizers and communities, as well as to connect with people in the South to learn about their unique challenges. 

Staff at the new offices will work in partnership with local groups and impacted communities to organize, innovate and transform the South, the group said. 

The Mississippi office opened in May in Jackson and is led by Waikinya Clanton. SPLC announced its Alabama location last week, which will be led by Tafeni English-Relf. 

“Across the South, we continue to see attacks on voting rights, criminalization of poor people, lack of access to housing and health care, environmental injustices, and the erasure of Black history from textbooks, among other issues. Together with communities, our state offices will address these challenges head-on and lead the way for the nation in achieving equity, justice and liberation for all,” said English-Relf.

“Across the South, we continue to see attacks on voting rights, criminalization of poor people, lack of access to housing and health care, environmental injustices, and the erasure of Black history from textbooks, among other issues. Together with communities, our state offices will address these challenges head-on and lead the way for the nation in achieving equity, justice and liberation for all,” English-Relf said.




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