The Children’s Society rebrands for first time in 16 years to combat lack of awareness
The Children’s Society has created a new brand identity for the first time in 16 years as it looks to turn around the lack of awareness of its charity work.
The charity, which works to combat child poverty and teenage neglect across the country, has scrapped its previous purple branding in favour of a black and white theme to “emphasise the seriousness” of The Children’s Society work and allow it to utilise bolder colours for different audiences.
Brand consultancy SomeOne created the visual identity which places a strong emphasis on storytelling.
The change aims to support The Children’s Society to communicate what it does and have more traction with supporters, commissioners, funders and other key audiences.
The Children’s Society’s chief executive Matthew Reed explained: ““We are an ambitious organisation and we want to have the greatest impact on the most children possible. To do that, we are investing in significant changes to every part of the organisation. We are changing the way we deliver services, engage supporters and campaign for change. Investing in a new brand and visual identity is a vital part of that change. "
“A brand is about more than a visual identity and a logo. It informs everything we do as an organisation: Our vision, our mission and our values and behaviours. It reflects the history of our charity and will determine our future.”
The new brand will gradually be rolled out over the next year in order to help keep costs down, put value for money at the forefront and make sure it is implemented in the most effective way.