Brand Report: Child Brain Injury Trust

The children's charity decided to rebrand to boost recognition and raise its public profile

Child Brain Injury Trust's old branding
Child Brain Injury Trust's old branding

The Child Brain Injury Trust decided it was time to rebrand when it was drawing up its strategic plan for the next five years in 2009.

The trust, which supports people affected by brain injury acquired during childhood, wanted the new brand to raise its public profile and increase its fundraising capacity.

It also aimed to raise its profile within the third sector - part of its strategy is to work more in partnership with other voluntary organisations.

The previous logo featured red letters spelling "CBIT" in childlike writing. This posed some problems for the charity, says Lisa Turan, the trust's chief executive.

"The old logo was dated and meant nothing", she says. "People mistook it for an IT or television company."

Turan says the trust wanted its new branding to encourage people to identify with the organisation.

The new Child Brain Injury Trust brandingThe redesign was carried out in-house by her and the charity's trustees with the pro bono help of a freelance graphic designer.

The process started in early 2010 when the trust asked members of staff to come up with ideas about what the organisation meant to them. One of the key objectives was a design that would make the organisation clearly identifiable as the Child Brain Injury Trust, and include a strapline that said what the organisation did. The graphic designer came up with three or four concepts and designs before a final decision was made in October 2010.

The trust decided to avoid using primary colours for its new logo. Turan says this was because these were considered too child-oriented for a charity that undertakes a lot of work with adolescents.

The new logo features a circle around the word "child", which is intended to symbolise that the charity gives a whole cycle of support throughout childhood. The strapline - "hope for tomorrow - today" - aims to convey the work the trust does with families to prepare for the future, Turan says.

Although the redesign did not cost anything, the trust spent £3,000 on printing materials featuring the new brand.

Turan says the trust's rebrand proves the process doesn't have to be expensive.

EXPERT VIEW

Peter Gilheany, Director, Forster

Peter Gilheany, director, ForsterIt wasn't a good sign for me when I was unsure which was the new logo and which was the old one.

Getting rid of the confusing acronym of the original logo is a positive step. However, the new one does little to create an emotional link with children with brain injuries - it makes the organisation seem both dry and rather distant from the very people it supports.

This isn't helped by a generic strapline that says little, doesn't scan well and features inexplicable quotation marks.

The lack of emotional connection with the children and families that the trust supports is echoed in its revamped website, where their voices are almost entirely absent.

Their presence and experiences would have really brought the charity's work to life. Sadly, it feels to me like a missed opportunity.

Score:
Creativity: 2
Delivery: 3
5 out of 10

Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Register
Already registered?
Sign in

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus