The Dove Foundation, a 501(c)3 non-profit organization based in Portland, Oregon, recently disclosed a brand new look and updated its seal of approval. Modern looks of fresh seals were introduced for all age categories. The former “faith-based with caution” seal is now known as The 18+ category.
They also added two rating categories: “Faith” and “Integrity.”
“The Dove seal has been in the market for 25 years and has gone through a series of updates and expansions as new retail and creative challenges faced the organization. As with many brands that grow over time, it’s important to clarify Dove’s position, value, and the role of the seal,” says Suzy Sammons, aDove Foundation CEO. “After research and evaluation, we clarified the seal structure to be simpler, while keeping the core criteria the same. While we will always provide a seal of approval for a quick read on ‘wholesome and clean,’ we’re also building a larger arena to equip people to have richer discussions. If we step out of the conversation at ‘not approved,’ we’ve lost our ability to influence.”
The Dove Foundation has added 6 new reviewers to its regular editorial contributors. They include pastors, journalists, and film scholars. In addition, the company is planning to introduce a scholarship for promising Christian screenwriters.
“Everything from Dove starts with a biblical grounding, so by saying ‘Dove Approved,’ the world will know it’s from a faith perspective,” says Sammons. “We always celebrate overt stories of God’s mercy, love, and redemption; but we also want to help people see God in other stories of our human journey and celebrate excellence in those stories.”