We’ve got a new look.

The Foundation for New York’s Strongest is now the Sanitation Foundation. To better align with our organization’s mission and position ourselves as innovators in waste reduction, we are launching our new brand identity.

Our Partner

With no personal connections, Sanitation Worker Charlie Eisenbach took a leap of faith and reached out to Emily Oberman of the world renowned design firm Pentagram to help us rebrand. Emily’s portfolio includes big names like DC Comics, the Wing, Bike New York and many others. Passionate about our mission, Emily decided to take on the challenge. She assembled an expert team of Timothy Cohan, Greg Morrison and Beatriz Congar and set off to gain a deeper understanding of how to best tell our story.

New Name and Logo

We found that ‘Sanitation Foundation’ connected more with our audience and gave a clearer understanding of our role as the official nonprofit partner of the NYC Sanitation Department. The shape of our new logo is a simplified outline of the side of a garbage collection truck — pointing forward like our mission. The white color and Helvetica font are a nod to key moments in NYC Sanitation’s rich history, from Colonel Waring’s ‘White Wings’ in 1895, to the department’s own rebrand in 1966. 

Tagline

While transitioning away from the name ‘The Foundation for New York’s Strongest’, we didn’t want to lose the connection to our workforce. Our new tagline shows our appreciation for the hard work that the men and women of NYC Sanitation (‘New York’s Strongest’) do to keep our city clean while also creating a more sustainable city.

Caduceus

The Sanitation Department’s traditional logo of the winged caduceus, which represents good health, won’t be lost in our new identity. We will continue to use this iconic design, but with a more clean, modern look — keeping our strong ties to NYC Sanitation.