The National Grocers Association (NGA) has launched a new logo as part of an overall rebranding, the first since the independent grocery trade group was founded in 1982.

Washington, D.C.-based NGA said Wednesday that its updated branding centers on the new tagline “At the Heart of the Community,” highlighting independent grocers’ importance to the communities and markets they serve as well as their roles as economic engines supporting local families.

Meanwhile, the new logo, accompanying graphics and color palette bring a more contemporary look and accentuate the enhanced messaging focusing on community, according to NGA. The logo and graphics were created by Grafik, an Alexandria, Va.-based branding and marketing agency, assisted by NGA staff and with input from a task force of NGA-member companies.

“NGA’s new logo and imagery, and updated messaging, deliver a fresh look and reinforces our mission: to ensure independent, community-focused retailers and wholesalers have the opportunity to succeed and better serve consumers through our policies, advocacy, programs and services,” NGA President and CEO Greg Ferrara said in a statement.

“Independent community grocers and their wholesaler partners are critical to the strength and vitality of the people they serve,” he explained. “By advocating for the growth and continuing innovation of these independent business leaders, we help bring choice, convenience and value to hard-working Americans and ensure ongoing economic advancement and prosperity for our country.”

NGA noted that the rebranding reflects the fact that communities represent both the source and the recipient of support for local independent supermarkets. Privately owned by families or employees, independent grocers operate a variety of retail formats and are represented by NGA in every congressional district, where they not only bring nutrition and convenience to families but also provide jobs and tax revenue, the association said.

“NGA is the singular voice for the true entrepreneurs of the food industry, who model business leadership and a strong commitment to civic life while providing their neighbors quality goods and nourishing foods,” Ferrara added. “From the four corners of your local grocery store to the four corners of this nation, NGA will continue to advocate and serve as the central hub for the independent grocery industry under this new brand.”