For five decades, the Southern Center for Human Rights (SCHR) has stood on the front lines, fighting for equality, dignity, and justice in the Deep South. This week, we are proud to share a transformation that has been thoughtfully shaped over many months: a refreshed brand identity designed to carry our mission forward for the next 50 years.

Why Our Brand is Evolving

Our legacy is strong, but our voice must be unmistakable. In a crowded landscape, SCHR’s work is often confused with others. And at a moment when the criminal legal system is doubling down on cruelty, clarity is not an option. We need to be heard clearly, consistently and distinctly.

This brand refresh is a strategic step to ensure our voice is as powerful, focused, and relentless as our advocacy. It honors our roots while sharpening how we show up for the next 50 years.

Over the last year, SCHR partnered with Mixte Communications to listen deeply to our staff, partners, and community, and to reflect on the kind of organization we are as we step into our 50th anniversary and beyond.

What’s New

The refreshed SCHR brand is built to make our work more accessible and our impact more visible:

• A New Visual identity: A cleaner, more dynamic logo that evokes both our deep roots and our forward momentum, alongside a refreshed color palette and typefaces for use across print, digital, and presentations.
• An Unflinching Voice: You already live it. We’ve simply articulated it. Our voice is unflinching, inclusively compassionate, grounded in community, justice-driven, and hopeful. We’ve paired this with stronger, accessible language that connects our litigation and policy work to the stories of people and communities we serve.
• An Enhanced Digital Experience: A redesigned website that is bolder, more colorful, and more intuitive. It features new content hubs for case spotlights, legal findings and briefs, publications, events, and coalition work, to better serve impacted communities, journalists, donors, and coalition partners.

As we migrate content from our old website to our new digital home, some of these elements may not be readily available. We will update you as soon as they go live.

What Will Never Change

While our look has evolved, the heart of SCHR remains the same. Our mission remains: we are working for equality, dignity, and justice for people impacted by the criminal legal system in the Deep South.

This is an evolution, not a departure. Our work remains the same, but the world will now hear us more clearly. The refreshed brand is simply a clearer reflection of the work we have been doing for decades.

Join Us in This Next Chapter

We invite you to explore our new digital home and get familiar with our updated look. This renewed energy will be carried into every courtroom, every state capitol, and every community meeting we attend this year.

You are the reason this work has lasted 50 years. You are the reason it will last 50 more. Thank you for standing with us.

In solidarity,

The Southern Center for Human Rights