Charity rebrands to broaden appeal

The National Childbirth Trust has undergone a £30,000 rebrand and will now be known exclusively by its initials, NCT.

NCT logos old (top) and new
NCT logos old (top) and new
The childbirth and parenthood charity has commissioned a new logo to replace its 50-year-old signature image of a mother and child. A spokeswoman said NCT wanted to appeal to a wider and younger audience.

“Our old logo looked outdated and didn’t reflect our friendly and vibrant personality,” she said. “Some people thought it had religious connotations, and others thought it represented a mothers’ group.”

The spokeswoman said the new logo, which was designed by design agency Philosophy, was more modern and inclusive, and denied that it was less illustrative of what the charity did.

“The logo will only be seen in context,” she said. “The NCT initials are very well known and research showed that staff and beneficiaries were keen not to lose them.”

The spokeswoman added that there were various possible interpretations of what the dots in the new logo represented.

“They could be three children or they could be a father and mother and child, for example,” she said. “The design is centred on the idea of movement and support that reinforces the transition of becoming a parent.”

Belinda Phipps, chief executive of NCT, said the charity had quietly undergone a major reorganisation over the past few years.

“We have reorganised our structure and expanded our scope to offer a greater number of courses,” she said. We also offer free services such as information and support lines and our website,” she said.

The rebrand was about increasing awareness of NCT’s services, as well as its charitable status, Phipps added. “Too few people realise that the NCT is a charity, and we need to increase donations,” she said.

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