This is our story
Brand Center
Welcome to TACF’s Brand Center
The American Chestnut Foundation (TACF) was established in 1983 with a singular and monumental mission: to restore the iconic American chestnut to its native range. We are a small nonprofit organization with a large impact thanks to our vast network of partners, 16 state chapters across the eastern United States, 2,000 volunteers, and more than 5,000 members. TACF has led the movement to bring back the American chestnut for more than four decades. This is our story. (Read the official Re-branding Announcement.)
Visual Identity
For our collaborative efforts to be most impactful, it is crucial that our visual communications are consistent across all media and platforms. This consistency is what we refer to as our visual identity.
Messaging
Cohesive messaging ensures a unified voice; strengthening our brand, mission, and story across diverse platforms. This uniformity helps build trust, inspire action, and maximize conservation impact.
Imagery
Our media library is designed to reflect our brand values, showcase the beauty of the American chestnut, and convey the hope and excitement of a diverse community of people working together toward a shared goal.
Logos
The logos of The American Chestnut Foundation convey both its deep history as a grassroots conservation organization and its cutting-edge approach to species restoration.
Download Specifications
Links will start direct download. Raster files (jpg, png) are provided at 2000px wide. Vector files are provided as PDFs. Adobe Illustrator files are available on request from communications@tacf.org.
Guidelines
Please download the brand guidelines for details about correct logo spacing and appropriate logo usage.
Standard Logo
The Standard Logo of The American Chestnut Foundation is its primary identity.
Colors: American Chestnut Green #3F6A32 and Night Green #013232 (colors)
Downloads
FULL COLOR
• JPG on white
• PNG transparent
• PDF vector
ALL BLACK
• JPG on white
• PNG transparent
• PDF vector
ALL WHITE
Stacked Logo
The Stacked Logo can be used in place of the primary logo when a square logo is required.
Colors: American Chestnut Green #3F6A32 and Night Green #013232 (colors)
Downloads
FULL COLOR
• JPG on white
• PNG transparent
• PDF vector
ALL BLACK
• JPG on white
• PNG transparent
• PDF vector
ALL WHITE
Badge Logo
The Badge Logo is primarily intended for use in merchandising.
Colors: American Chestnut Green #3F6A32 and Night Green #013232 (colors)
Downloads
FULL COLOR
• JPG on white
• PNG transparent, white fill
• PNG transparent, no fill
• PDF vector
ALL BLACK
• JPG on white
• PNG transparent, white fill
• PNG transparent, no fill
• PDF vector
ALL WHITE
Leaf & Rings Logo
The Leaf and Rings Logo may be used as an icon to represent The American Chestnut Foundation.
Color: American Chestnut Green #3F6A32 (colors)
Downloads
FULL COLOR
• JPG on white
• PNG transparent
• PDF vector
ALL BLACK
• JPG on white
• PNG transparent
• PDF vector
ALL WHITE
Logo Animation
TACF’s animated logo and sound effect are the official branding for TACF video productions.
Downloads
Color Palette
TACF’s official color palette is composed of primary colors and accent colors. Please use the following codes when applying color to any TACF-branded materials.
ALABASTER
CMYK: 9, 3, 13, 0
RGB: 231, 236, 222
HEX: #E7ECDE
PANTONE 7485 (50% TINT)
NIGHT GREEN
CMYK: 90,58,64,60
RGB: 18, 49, 49
HEX: #013232
PANTONE 627
COLUMBIA BLUE
CMYK: 23, 7, 11, 0
RGB: 193, 214, 219
HEX: #C1D6DB
PANTONE 543
FERN GREEN
CMYK: 68, 27, 87, 10
RGB: 92, 137, 76
HEX: #5C894C
PANTONE 363
CHESTNUT
CMYK: 31, 77, 75, 26
RGB: 142, 71, 59
HEX: #8E473B
PANTONE 499
TAWNY
CMYK: 19, 73, 100, 7
RGB: 193, 95, 40
HEX: #C15F28
PANTONE 167
AMERICAN CHESTNUT GREEN
CMYK: 76, 36, 100, 27
RGB: 63, 106, 50
HEX: #3F6A32
PANTONE 7743
FULVOUS
CMYK: 9, 59, 99, 0
RGB: 225, 128, 39
HEX: #E18027
PANTONE 716
AMBER
CMYK: 2,28,96,0
RGB: 248, 187, 36
HEX: #F8BB24
PANTONE 7549
Patterns
The TACF leaf pattern may be used
to support the brand and add visual interest.
Raster files (jpg, png) are 6000px wide.
American Chestnut Green
Downloads
• JPG
• PNG
• PDF vector
Fern Green
Downloads
• JPG
• PNG
• PDF vector
Alabaster
Downloads
• JPG
• PNG
• PDF vector
Identity
The spoken and written identity of The American Chestnut Foundation should remain consistent across messaging platforms.
Name
The American Chestnut Foundation
Abbreviated as
TACF
Tagline
Rooted in
Restoration
Mission
To return the iconic American chestnut to its native range
Vision
A robust eastern forest returned to its splendor
Values
These core values are organizational guidelines to ensure the successful restoration of the American chestnut.
Optimism
Patience
Science-based decisions
Innovation
Integrity
Collaboration
Adopted by TACF’s Board of Directors, these core values are organizational guidelines to ensure the mission to restore the American chestnut to the Eastern forests is a success. Because this mission involves a long journey and is the most complex rescue effort of any plant species ever undertaken, the organization will persevere with patience and optimism.
To accomplish its goals, TACF will make science-based decisions with the integrity necessary to evaluate its work and represent it to the public with transparency. Because of these ambitious goals and ever-changing science, TACF must continually innovate and collaborate with its key stakeholders and overall constituency to remain open to new technologies and ideas.
Anthem
The anthem embodies the spirit of our community, our mission, and the movement that is our inter-generational story.
We are the resolute. We are the hopeful. We are a group of wildly different people: old and young, black and white and brown, indigenous and immigrant, alive on Earth and alive only in memory. Through the decades—from all kinds of different backgrounds, beliefs, and abilities—we’ve found each other in our shared reverence for eastern forests and our grief at the loss of the American chestnut, a once-foundational species here. We’re on a mission to restore this species—and people’s faith in each other.
We do this work to honor our predecessors and the tree they held sacred—a source of food, fuel, and shelter for millennia. We do it to protect this region’s most vulnerable animals and people today. We do it to shelter and sustain our descendants long after we’re gone. We do it to honor callings we’ve felt in our hearts: intellectual, emotional, moral, scientific. Chestnut restoration is personal; it’s generational; it’s exhilarating. And it’s fun.
At The American Chestnut Foundation, we believe we’re lucky to be here in this moment, standing at a precipice between delicate hope and wild, impossible joy. Through decades of scientific study, research, innovation, creativity, and applied love, we’ve developed a plan for returning the iconic American chestnut to its native range—and we’re moving forward into the era of its execution. This is cathedral-building work, work whose completion we likely won’t live to see, but we are so excited to lay the foundations and raise the buttresses. What a meaningful way to spend a life.
In chestnut restoration, we have an opportunity to mend not just one tree species, but human hearts. We can show the world that yes, people can pull themselves and their planet back from the brink; yes, humanity can heal and not just destroy the environment; yes, we all do have a crucial role to play in surrounding ecosystems. As long as tiny embers still smolder in the ashes of our world, neither life nor hope has been extinguished.
That’s why we say we’re rooted in restoration. Our goal is the restoration of the American chestnut, of course, but our dream is of everything that might grow from the achievement of that goal. This tree is not the only species facing an existential threat; the work of world-mending is enormous and ongoing, requiring help from all human beings alive today and then some, forever.
Still: imagine the renewed vigor with which other people might put themselves to the ask once they see what’s possible. Imagine what new growth could photosynthesize in the light of our hope.
Whoever you are, if you share our commitment to mending this place, please join us. If you’re heartbroken, too—or if you’re hopeful, angry, strong, weak, rich, poor, well-organized, or a mess—please join us. This world is all of those things, too. But by working together, we can build sanctuaries that last.
– Written by Anna Sproul-Latimer, Member of TACF’s Board of Directors
Style Guide
The writing style guide maintains consistent messaging across the organization and its partners.
Expand Style Guide
Guidelines for Writing About The American Chestnut Foundation
Default style guide: As a scientific organization TACF communications follow the APA 7th edition style guide unless otherwise specified below. (https://apastyle.apa.org/style-grammar-guidelines)
The American Chestnut Foundation: The first letter of each word is capitalized and our acronym is TACF. When using the acronym in a sentence to show possession, it should be written as “TACF’s” not “the TACF.”
American chestnut: “A” is capitalized and “c” is lowercase.
Chapter vs. chapter: When referring to a specific state chapter, the word “Chapter” should be capitalized following the state or as a standalone. Chapter is lowercase when used as a general reference. Examples:
- The PA/NJ Chapter had a booth at the PA Farm Show.
- The Chapter participates in this event each year.
- Many chapters get involved in outreach opportunities.
Incorporating TACF into chapter name: When using TACF with your chapter name, the state always comes before TACF (ME-TACF Chapter, VT/NH-TACF Chapter, etc.).
Job titles: Capitalize staff job titles when used as a title (Sara Fitzsimmons, Chief Conservation Officer).
Annual Wild-Type Seedling Sale: capitalized as the proper name of the event.
Backcross: Single word
Bareroot: single word, no hyphen
Blight-tolerant (hyphenate when used as an adjective) and blight tolerance (no hyphen)
Bur vs. Burr: TACF uses bur (one “r” only).
Darling 58/ Darling 54: Spell out Darling 58 & Darling 54 at first mention, then abbreviate as D58 and D54.
Email: all lowercase, one word; email.
Meadowview Research Farms: Farms is plural not singular.
Nonprofit: spelled as one word; no hyphen
Phytophthora root rot. Capitalize but don’t italicize Phytophthora when referring to the disease and write root rot lowercase. Capitalize and italicize Phytophthora when referring to the genus or the organism Phythopthora cinnamomi.
President & CEO: Use an ampersand, not “and.”
Abbreviations include periods: U.S. not US; Ph.D, not PhD, etc.
AM/PM: Capitalize with no space following the number (9:15AM)
Numbers: 10 and under should be spelled out (six, seven, eight); numbers above 10 are written numerically unless unless they 1) begin a sentence, 2) are followed by a decimal (example: 3.7), or 3) are followed by a unit of measure (example: 2 cm.)
Temperature: Includes degree symbol and F or C abbreviation (34°F)
Mission and Vision:
- Our mission is to return the American chestnut to its native range.
- Our vision is a robust eastern forest restored to its splendor.
We encourage chapters to contact TACF’s communications department with questions, to request assistance when developing outreach materials, and when contacted by the media. Director of Communications: Jules Smith
Updated Aug 27, 2024
Downloads
The American Chestnut Foundation (TACF) uses multiple social media platforms, including Facebook, Instagram, and LinkedIn, to connect and interact with audiences and share the latest news in American chestnut restoration. TACF encourages public inquiry and communication via the respectful, responsible, and courteous use of social media.
TACF retains the right to remove any comments deemed inappropriate without warning, and block or ban users from our social media platforms due to multiple violations, and/or due to especially inflammatory or offensive comments. TACF maintains a zero-tolerance policy for hate speech.
We thank you for helping TACF maintain safe and respectful digital spaces.
Comments that may be removed from TACF’s social media platforms include:
- Comments, statements, language, or imagery that is abusive, vulgar, obscene, racist, threatening, or harassing
- Libel, slander, or personal attacks of any kind, including the use of offensive terms that target specific individuals or groups
- Spam, duplicate comments, comments that promote products or services, or comments that contain irrelevant links
- Partisan political comments, statements, or imagery
- Comments containing misinformation, mistruths, or blatant misrepresentations of TACF or any of TACF’s state chapters, partners, etc.
- Off-topic comments
Social Media Policy
Our social media policy is intended to foster a diverse and inclusive space for our community of American chestnut enthusiasts.