July 1, 2025 – St. Paul, Minn. – Today, Pheasants Forever (PF), North America’s leader in upland habitat conservation efforts, unveiled a refreshed brand identity and logos to inspire and exemplify a unified effort for wildlife habitat conservation amongst its members, partners, and supporters. This evolution – the first official change to the organization’s brand in the history of Pheasants Forever dating back to 1982 – sets the stage for greater organizational presence, member engagement, and mission growth throughout the country.
“The new logo, icons, wordmarks, and colors are more than a visual update—it’s a sign of our continued evolution as a leader in habitat conservation, forever” said Bob St. Pierre, Chief Marketing & Communications Officer for Pheasants Forever. “Just as our habitat accomplishments, membership and overall impact have grown exponentially over the past 43 years, we’ve identified the need to evolve our brand identity alongside these metrics.”
This transition was developed in concert with Pheasants Forever’s recently updated 2026 Strategic Plan while using the guidance of internal and external designers, chapter volunteers, and the pro bono expertise provided by the industry-leading brand consultants at Joe Smith.
Key features of the new brand identity include:
- A continued focus on the organization’s namesake and iconic bird, the ring-necked pheasant, while updating the design to reflect a flushing rooster and hen.
- A shared rooster and hen wing set within the logo, symbolizing a unified vision among members, partners, and supporters for habitat conservation efforts.
- The recognizable spur of a rooster prominently displayed in the letter “P” of the Pheasants Forever wordmark
- The wingtips of our favorite upland birds match the serifs on the logo wordmark.
- New brand colors - “Big Bluestem Orange” and “Prairie Gold,” are representative of the grassland vistas where ringnecks thrive.
“These updates will help drive cohesion and consistency among our chapters, partners and programs when displayed in any environment,” added Andrew Vavra, Vice President of Marketing for Pheasants Forever. “Additionally, this evolution will foster a greater connection throughout North America’s upland landscapes for members and supporters while inspiring a new generation to embrace the mission of Pheasants Forever.”
The refreshed logo will be rolled out over the coming year, but is now available to chapters, members, supporters, and partners to use, display, and celebrate across several channels including the Pheasants Forever STORE, the Pheasants Forever website, and local chapter events across the nation. Additionally, active PF members will be receiving an updated membership decal in the mail to display with pride.
About Pheasants Forever and Quail Forever
Pheasants Forever and Quail Forever make up the nation's largest nonprofit organization dedicated to upland habitat conservation. This community of more than 480,000 members, supporters and partners is dedicated to the protection of our uplands through habitat improvement, public access, education and advocacy. A network of 754 local chapters spread across North America determine how 100 percent of their locally raised funds are spent — the only national conservation organization that operates through this grassroots structure. Since its creation in 1982, the organization has dedicated more than $1 billion to 580,000 habitat projects benefiting 28.8 million acres.
Media Contact
Jared Wiklund
651-209-4953
jwiklund@pheasantsforever.org