Save the Children has introduced a new identity and brand guidelines to reflect a shift at the charity, which has recently developed a universal strategy across its 29 organisations.
To inspire the redesign brand design agency Design Bridge formed a set of brand ‘characteristics’: compassionate, courageous, pioneering and outspoken. The agency then set about developing a visual identity system and tone of voice based on this across all communications.
To set Save the Children apart from competitors Design Bridge developed a deep red colour and a secondary softer colour palette rather than using the flat, bright reds used by many charities. The brand’s logo is used to frame a specific activity or moment in time such as the work of the charity or the children that they are helping.
Meanwhile, the tone of voice focuses on telling human stories in a heartfelt and compelling way. The tone aims to be ‘proactive, future-focused, and fiercely protective, communicating a sense of hope’.
Photography is also a focus, something that John Wigham, design director, Design Bridge explained: “We felt that photography should always tell a story, provide a real context and show the positive effects of Save the Children’s work wherever possible. If a disaster zone is pictured, it provides the context to what Save the Children is doing on the ground and the children they are helping.