By Tony Connelly | Sports Marketing Reporter

October 7, 2015 | 2 min read

Hope for Children has undergone a brand transformation ahead of its 21st anniversary as it looks to differentiate itself from similar charities in the sector and increase its brand recognition.

The UK based children’s charity developed the new branding internally with its marketing team working to make it stand out amongst an increasingly competitive market.

As part of the rebrand, the charity created a new logo which has been designed to “reflect its positivity, whilst conveying the playfulness of childhood”. The changes also include a new strapline of ‘Because every child deserves a childhood’.

Hope for Children’s marketing manager, Chris Lyne, said that with more than 164,000 registered charities across England and Wales it has become “increasingly difficult for a charity of our size to stand out in such a crowded market”.

Feedback for the initial idea was overwhelmingly positive towards the smiley face and so the final plans brought it to the forefront of the logo. The font was also changed to make it less corporate and more in keeping with the hand drawn appearance of the rest of the logo, which Lyne said was designed to “build upon and help create a stronger emotional connection with supporters old and new.”

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The rebrand will help launch the charity’s new five year strategy which it says aims to help alleviate the root causes of poverty and give more children the childhood they deserve with improved healthcare and education.


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