American Kidney Fund selects Beveridge Seay, Inc. to refresh its visual identity

Beveridge Seay, Inc., an award-winning brand and identity design consultancy, has been retained to update the visual identity of the American Kidney Fund (the Fund), a leading national charitable health organization. Elements of the program include a refreshed logo, new color and typographic system, literature program, and comprehensive identity guidelines.

A review of the Fund’s current identity revealed the need to differentiate itself from other health related charities. In addition, the Fund has identified the need to institute a set of controls to ensure the consistent use of the various elements critical to its visual identity. To address these issues, Beveridge Seay will engage in a multi-phased program to establish a unique visual identity and create a standards system for its communications media.

“Beveridge Seay has extensive and proven expertise in visual identity systems design, and has demonstrated a keen understanding of the Fund’s needs and goals,” explains Karen Sendelback, Executive Director, American Kidney Fund. “Now that we have been named one of 12 ‘Best Charities’ in the United States by Reader’s Digest, our updated identity will further distinguish the American Kidney Fund as the premier health related charitable organization in the country.”

“The American Kidney Fund does remarkable work for the people of this country who are battling kidney disease, but their visual identity did not differentiate itself from other health related organizations,” says Nick Seay, President, Beveridge Seay. “With its new identity, the Fund will enhance its brand and communicate more effectively to the public.”

About The American Kidney Fund
The American Kidney Fund is the nation’s leading voluntary health organization serving people with and at risk for kidney disease through direct financial assistance, comprehensive education, clinical research and community service programs. For more information, please visit or call 800.638.8299.