Thorn: advert-body-2 by Wolff Olins

Children’s advocate non-profit Thorn, which was co-founded by Ashton Kutcher, has unveiled a new brand refresh as part of a partnership with global creative consultancy Wolff Olins. The new branding will help Thorn articulate its vision for the future.

Thorn, which is celebrating its fifth year, builds technology to defend children from sexual abuse, sitting at the intersection of technology and social good. After five years of building momentum, chief executive officer Julie Cordua knew it was the right time to equip Thorn with a brand identity that could communicate the vision and hope needed to bring more people to this fight.

To express their purpose, the team crafted a new manifesto: ‘Until every child can be a kid.’ This brand narrative encapsulates what Thorn is all about – restoring the basic right of a child to be safe, curious and happy.

The visual identity for Thorn utilizes literal and metaphorical visual cues. Thorn’s name came from the idea that ‘the thorn protects the rose’. The new thorn symbol is featured in groups to express unity, strength in numbers and an active defense, and the new wordmark is a sharper and more solid type treatment signaling Thorn’s maturity and strength.

The team also put together an image bank that celebrates and inspires, as well as a toolkit that allows Thorn’s team to produce materials themselves.