Brand report: A rebrand to clear up the confusion

Why and how equality charity Kairos in Soho changed its name to Centred

Centred's new website
Centred's new website

The equality charity Kairos in Soho changed its name to Centred earlier this year because the public was continually confused about what its name meant.

"We agreed several years ago that the name was problematic," says Jane Standing, chief executive of Centred. "The reasons for change have gradually increased. There was a growing technology issue because people often couldn't spell it and were entering it incorrectly into internet searches."

KThe old Kairos in Soho brandingairos, which means 'perfect moment' in ancient Greek, was also problematic because it is also used as a name for religious activities and retreats. "This was connected to our early days, when we were indeed linked to the Methodist Church, says Standing. "But Centred is no longer a spiritual or religious organisation - it changed its charitable objectives a long time ago. Sharing our name with other organisations was creating further confusion."

The rebranding process took two years as the charity consulted with stakeholders, staff and supporters before agreeing on Centred.

"Centred is a truly classic name that encompasses what we aspire to," says Standing. "It sounds grounded and is emotive. We hope it embodies our principles and our commitment to work across a diverse lesbian, gay, bisexual, transgender, queer/questioning community."

The charity settled on a simple font, designed to convey clarity and accessibility. It used fuchsia as the main colour in its branding before the change, and those involved wanted it to be retained.

Centred's new brandingThe charity's strapline is "Together, Equal, Different". Standing says it alludes to the need to "centre oneself as an LGBTQ person" in the face of any prejudice and oppression one might encounter. "It is about coming together all at the centre, rather than on the perceived margins as a very diverse community of queer people - a community that is often perceived as quite homogeneous," she says.

The rebranding process, which included a new website, is estimated to have cost £10,000.

"The new name is a breath of fresh air and the team has very much pulled together behind it, including the board, staff, volunteers and stakeholders," says Standing.

EXPERT VIEW: Michael Johnson, founder and creative director, Johnson Banks

Michael Johnson, founder and creative director, Johnson BanksA redesign and a new website for £10,000 is very good going - but what did the charity get for that knock-down price?

Well, the name is definitely better than its Greek islands/pilates predecessor. Centred is the kind of name that could be used for many things, so it will need constant support to explain who or what is 'centred'.

I keep reading the strapline wrong: it looks like "Together Equals Different". Maybe those spaces or commas should have been full stops?

That's the verbal brand, but what about the visual? Unless it's some wry kind of graphic joke deliberately not to centre the logo, it's really very much out of the lower case, sans-serif school of everything else - so it's not that different.

But the redesign is definitely better than what came before - and definitely a bargain.

Score:
Creativity: 2.5
Delivery: 2
Total: 4.5 out of 10

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