Heron’s mission is to help disadvantaged communities help themselves to escape poverty, thrive, and enjoy the full benefits of society. Heron’s visionary investment team identifies opportunities in cities struck by unemployment, foreclosures, and other economic hardships to build new enterprises that bring social benefits such as renewable energy, environmental remediation, improved healthcare, and jobs. As a result of an extensive strategy engagement, the former F.B. Heron Foundation’s name was shortened for impact and to reflect their new, visionary approach to philanthropy and community development. C&G Partners was tasked with designing the updated logo and identity for the foundation.

The Foundation’s new logo, evokes the gesture of a comforting embrace in a serene graphical style, designed to underscore Heron’s quiet approach of results-first leadership.

The updated logo and identity helped Heron move into the future and break down the barrier between “investing” and “grantmaking” that defines most traditional foundations. It effectively defined the Foundation's shift to an operating model that ensures that every dollar, staff member, and resource is dedicated to helping people help themselves.