FORT MYERS – On Oct. 1, Harry Chapin Food Bank unveiled a refreshed brand identity that reflects how the organization has grown and evolved while looking ahead to the future of hunger relief in Southwest Florida. The refreshed brand reintroduces the familiar tagline – “fighting hunger. feeding hope.” –  reinforcing Harry Chapin Food Bank’s mission: To lead our community in the fight to end hunger.

The organization will retain the Harry Chapin Food Bank name, which carries strong recognition throughout Southwest Florida and honors Harry Chapin’s legacy as an advocate in the fight against hunger. The updated identity moves beyond the guitar featured in the previous logo, introducing a more modern visual identity and updated color palette.

“This new look reflects how much Harry Chapin Food Bank has grown and where we are headed,” said Richard LeBer, president and CEO of Harry Chapin Food Bank. “We are entering an exciting new chapter for our organization, one that will strengthen our ability to serve Southwest Florida for generations to come. Our refreshed brand represents that future while staying grounded in the mission and legacy that have guided us for more than four decades.”

The new identity was developed through a stakeholder-driven process. Harry Chapin Food Bank first surveyed stakeholders to understand perceptions of the existing brand and what they wanted to see evolve. Design concepts developed from that feedback were reviewed by the organization’s Board Marketing & Development Committee, which narrowed the options to several finalists. Those concepts were then tested through a confidential survey with a smaller sample representing stakeholder groups before the final identity was selected.

The brand launch comes during a significant period of growth for Harry Chapin Food Bank. The organization serves more than 300,000 neighbors each month across Charlotte, Collier, Glades, Hendry and Lee counties through its programs and Feeding Network of more than 175 agency partners.

Harry Chapin Food Bank is preparing to open its new 110,175-square-foot Hunger Action Center in Fort Myers. The facility will more than double operational capacity and strengthen the food bank’s ability to respond to growing needs, support its Feeding Network and prepare for future emergencies.

The food bank is also preparing to begin construction in 2027 on a new facility in Naples that will expand its ability to serve neighbors and support agency partners in the southern portion of its five-county service area. The Naples facility is expected to open in 2028.

The refreshed brand will begin appearing today across Harry Chapin Food Bank’s website, social media, communications and other materials. Vehicles will transition to the new identity over the next few months.