Thirteen months ago, in August 2024, Pasadena Community Foundation (PCF) embarked on a new brand identity and website project, partnering with Push10, an agency that thoughtfully, creatively, and strategically held our hand throughout a very involved process. PCF’s new vision and mission statements, finalized in 2024, provided the north star for our work with Push10.
Our key stakeholders — donors, nonprofit leaders, and professional advisors — were invaluable in shaping this project by lending their feedback and vision via interviews and surveys. Push10 also conducted a comprehensive examination of the competitive landscape to learn from our peers in the community foundation and nonprofit sectors. This deep, community-centric research formed the foundation of our new brand.
Today, PCF proudly announces our new brand identity and beautiful website that reflects our deep roots and leadership in local philanthropy. Khanh Duy Russo, PCF’s new President & CEO, enthuses
“I’m so excited to begin this new chapter at PCF, an organization that exists to uplift, connect, and serve. Our new website and refreshed brand identity are not a reinvention but serve as a renewed commitment to the future of our region.”
PCF has been part of the Greater Pasadena area since 1953. Over the decades, we have built a deep understanding of the neighborhoods, the people, and the challenges that shape this region. That insight comes from listening, showing up, and staying committed.
Our relationships with local nonprofits, donors, and community leaders have grown over this time. We’re grateful for the trust they’ve placed in us, and we work hard to honor it. These connections help us stay focused on what matters most to the people we serve.
The three intertwined roots of our logo meaningfully convey PCF’s history and relationships. Roots anchor deeply into specific soil, just as PCF is deeply embedded in the local region. They also create interconnected networks, distribute nutrients and resources throughout a living system, and provide the stability and strength that is necessary for growth.
PCF’s new tagline —“For a Greater Pasadena Area”— reflects both our mission and our reach. It speaks to our commitment to strengthening the community through thoughtful philanthropy, while also expressing our vision for a more vibrant, thriving, and connected region.
The phrase “Greater Pasadena area” underscores the breadth of our work. For more than 70 years, Pasadena Community Foundation has built lasting relationships in Pasadena, Altadena, Sierra Madre, and neighboring communities, such as San Marino, La Cañada Flintridge, and South Pasadena, among others. Our geographic focus continues to guide our efforts as we invest in the people and places that make our region thrive.
To reflect our renewed brand identity, PCF has launched a redesigned website that’s more intuitive, inspiring, and user-focused. Every element—from streamlined navigation to vibrant imagery—reinforces our role as a trusted leader in local philanthropy. With clear pathways for donors, nonprofits, and advisors, the site centers our mission in every click, making it easier than ever to engage with the impact we create together. Take a look!
Whether you’ve been part of the Pasadena Community Foundation family for years or are just discovering us—welcome. We’re grateful to have you with us as we begin this exciting new chapter with new President & CEO Khanh Duy Russo leading our efforts. He shares his excitement and vision in our short YouTube Video.
We invite you to explore our new website, reconnect with the stories and impact that define PCF, and discover the many ways you can get involved. Together, we can continue shaping a more vibrant, inclusive, and connected community—one gift, one partnership, one story at a time. Thank you for being part of our journey.
“PCF is growing alongside our community – adapting, evolving, and staying true to our mission of meaningful local philanthropy”
khanh Duy russo, PCF president & ceo
Khanh Duy Russo joined Pasadena Community Foundation as President & CEO in June 2025 and shares his excitement and vision in our short YouTube video.
We believe strong communities thrive when philanthropy tackles real needs. To create lasting impact in Greater Pasadena, we focus on six key areas that that drive opportunity, build resilience, and improve well-being.
The Board of Directors at the Pasadena Community Foundation (PCF) is honored to announce that following a nationwide search, Khanh Russo has been selected to serve as PCF’s next President and CEO following the retirement of Jennifer DeVoll. Khanh currently serves as Vice President of Policy and Innovation at the San Francisco Foundation (SFF), where […]
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The Board of Directors at the Pasadena Community Foundation (PCF) is honored to announce that following a nationwide search, Khanh Russo has been selected to serve as PCF’s next President and CEO following the retirement of Jennifer DeVoll. Khanh currently serves as Vice President of Policy and Innovation at the San Francisco Foundation (SFF), where […]
Pasadena Community Foundation (PCF) is proud to announce the establishment of the Altadena Builds Back Foundation (ABBF). This supporting organization of PCF has been formed to focus on the long-term recovery and rebuilding of Altadena, which was disproportionately affected by the Eaton Fire. ABBF has secured $55 million from generous donors to support its efforts. […]
A crisis in the childcare sector has emerged in the aftermath of the Eaton Fire, and a consortium alliance of professional childcare-sector organizations are sounding the alarm about the human toll of this disaster. Pasadena Community Foundation has awarded $1.3 million from its Eaton Fire Relief & Recovery Fund to help the consortium begin addressing some […]
