A public relations statement on Race Forward's website states that the goal of rebranding is to "lead with race in the same way that [their] organization does, highlight with centrality of addressing 'Race' an the importance of paving the way 'Forward' to racial justice, and convey the urgency of moving forward using the word 'Race.'"
In a story explaining the shift, Rinku Sen describes the change as one "to reflect [their] mission and strategy most accurately"
Race Forward's news outlet remains largely untouched by this rebranding. However, on the Colorlines homepage there are two stories, including Sen's, explaining the process of rebranding the Applied Research Center and its refined charge for racial justice.
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