New Look. Same Mission. Center for Prevention of Abuse Starts the Conversation Surrounding Abuse with Brand New Logo, Tagline, and Website

The Center for Prevention of Abuse (CFPA) unveiled its new branding today, including a new logo, tagline, and website. Its mission to help all people – women, men, and children – live free from violence and abuse remains the same, but the supplemental pieces have a fresh, modern, and updated look.

After a competitive pitch process, CFPA selected McDaniels Marketing, a full-service marketing agency headquartered in Pekin, Illinois, to execute the concept and design of the new logo and tagline, as well as develop and re-launch the new website. McDaniels Marketing worked closely with CFPA staff to create a brand identity that reflects CFPA guiding principles, core values, mission, and vision.

The new logo features two typefaces: one that is strong and bold with a geometric and circular nature and a second that is soft and relaxed between the bolded words. The logo features a colored period to accentuate the agency name and symbolize the end of abuse.

The additional symbol of the speech bubble with ellipses complements the logo and demonstrates that a conversation is beginning. This element is inspired by CFPA’s new tagline, “let’s start the conversation,” that is meant to unite survivors of abuse, with other CFPA supporters, donors, advocates, and the public to continue discussing important issues surrounding abuse, violence, assault, and harassment.

“We are very proud to unveil our new logo, website, and branding to the public,” said Carol Merna, Executive Director of the Center for Prevention of Abuse. “We want our community to join us in our mission to help all people live free from violence and abuse and also to feel like they can talk to us, as survivors, as supporters, as people ready to see a change in the discourse surrounding abuse. We know these conversations are uncomfortable and can be difficult to have, but that’s why we are here, to start the conversation.”

The redesigned website now includes a 24/7 chat feature, which works similar to the existing 24/7 crisis hotline, where individuals in need of services can send a message for an immediate response. If the message isn’t answered from CFPA within a certain amount of time, an automated message automatically sends and redirects that individual to call the crisis hotline. This addition will make it easier for individuals in crisis to reach out for help by expanding CFPA communication platforms.

Website visitors will also find more resources for helping themselves, helping someone else, bystander tips, and information about how to stay involved with CFPA.

To explore the new website and to learn more about CFPA, visit or call 309-691-0551.

Camille Yameen / Director of Marketing and Communications
Center for Prevention of Abuse / 309.272.2904
About the Center for Prevention of Abuse
The Center for Prevention of Abuse (CFPA) is the only agency authorized by the State of Illinois to provide a combination of domestic violence, human trafficking, sexual assault/abuse, and adult protective services. Annually, CFPA serves more than 5,000 women, men and children, affected by violence and abuse. CFPA offers school-based abuse prevention programming to students pre-K through college age, reaching about 30,000 young people each year. Through these activities, plus community presentations and trainings, CFPA lives out its mission to help all people – women, men and children – to live free from violence and abuse.  For more information about CFPA, visit or call 309-691-0551. The crisis line is available 24/7 1-800-559-SAFE (7233).


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