Out With The Old: GRACE Has A New Name And A New Look

RESTON, VA — Greater Reston Arts (GRACE), the 501c3 nonprofit promoting the arts in the Reston area, has rebranded as Tephra Institute of Contemporary Art (Tephra ICA). Jaynelle Hazard, who became the organization's executive director and curator in March 2020, introduced the new branding Tuesday during a virtual press conference.

"Tephra Institute of Contemporary Art reflects my vision of fostering meaningful dialogue, contextualizing artists’ work in the historical canon, and presenting critically engaged, experimental practices,” Hazard said, in a release. “The rebrand was well-underway when I joined the team last year, and I am now thrilled to publicly share this collaborative work and bring it to the finish line. What initially attracted me to GRACE, was its drive to continue expanding its presence and impact both regionally and nationally. I look forward to our growth and introducing forthcoming initiatives that will advance the organization.”

"Tephra" is defined as matter ejected from geothermal eruptions, which lands on an nourishes the surrounding environment, according to the release. This is reflected in Tephra ICA's belief in "the combustibility of creativity and generation of ideas and growth that the arts can provide.”

Initial discussions to change the nonprofit's name began in 2018 with a series of conversations involving staff, supporters, partners, and board members working with external naming and visual design companies, along with the organization's nonprofit outside counsel, DLA Piper.

"A name change has been considered in the past, but, given how we and the region have changed and continue to grow, the timing now just felt right,” said Board Chair Robert Goudie. “We had terrific participation in the process from our supporters and partners, excellent professional guidance, and importantly have the unanimous support of our board and staff or this new name. We are only able to do this thanks to the incredible foundation put in place these past 47 years. The new name is as much a testament to our legacy as to our future."

Along with the name change, Tephra ICA rolled out a new visual branding, which was created by Ruth Abrahams Design. A balance between classic and contemporary, the logo's design signifies change by offering a frame as a new way of looking at something or a change in dimension.