A Message from Phoebe Boyer, President and CEO
Charles Loring Brace formed The Children’s Aid Society in 1853 in response to the growing ranks of children and youth orphaned or homeless, and living on the streets. In doing so, he set in motion what would become the modern day social services model.
Since then, the very essence of poverty has changed, again and again. Governments at every level have transformed to deal with the problems brought by hunger, homelessness, unemployment, and inequality. As one of New York City’s pioneering nonprofits, Children's Aid has been vigilant in adapting and anticipating these changes.
One thing, though, remains constant across those decades and years: our unwavering commitment to the limitless potential of children and youth.
Because of that commitment, we have spent much of the last decade sharpening our focus on programs and bolstering our infrastructure. Anchoring all of our efforts is continuous, data-supported improvement throughout our organization so we can identify our core strengths and offer children, youth, and families the tools and resources they need to realize their fullest potential.
Over time, we became increasingly aware that our public identity had not kept pace with the innovations and aspirations found in every other aspect of our work. Nearly two years ago, we embarked on a rigorous process to change that. We are thrilled with where we ended up.
We shortened our name by two words without losing our legacy, the heart of our work: we help young people succeed.
We wanted a tagline that spoke to the cornerstone of our mission as a multiservice organization--our pledge to support kids and their families every step of the way through childhood.
Finally, we wanted a logo that would evoke the environment that leads to youth success. Our mark starts with the circular core--the child. Surrounding that most immediately is the family, because strong families empower young people to achieve at the highest levels. The community sits below the family, helping launch youth to lifetimes of success.
These visual elements will not mean much if they are not supported by work that supports the brand’s promise. And that is one thing that has not changed. Thanks in large part to your tremendous support, you can count on Children’s Aid to be a professional powerhouse of solutions for young people in New York City.