Acevo rebrands for a 'fresh, vibrant, more confident look'

The changes are launched today and include an updated logo and a website that incorporates the new colour scheme

The updated logo
The updated logo

The charity chief executives body Acevo has rebranded and updated its website in an attempt to promote a "fresh, vibrant, more confident look" for the sector.

The changes, which were launched today and cost £33,500 including the new logo and website, include an updated mint green logo and a website incorporating the new colour scheme that is fully integrated with Acevo’s member database, which the umbrella body said would make the website easier to use.

A new strapline, "Imagine, Inspire, Improve", has been introduced to replace the previous strapline, "Charity Leaders Network".

In a blog about the changes, Vicky Browning, chief executive of Acevo, said: "Rethinking our strapline was one part of a whole rebranding process we’ve been working on over the past two years to move Acevo from its old brand persona (think Jeremy Paxman: expert, confrontational, elitist) to the new (Michelle Obama: authentic, self-confident, personable).

"As well as refreshing our vision, we rearticulated our values: to be member-driven, connected, ambitious and honest.

"While the vision and values felt more Michelle, the visuals were still definitely Jeremy. So we’ve developed a brighter, cleaner, more confident look for Acevo."

The new website and branding were created by Mark Bowley at Bowley Design and Ben Knowles at Digital Garden, with the brand story created with assistance from Stronger Stories Studios.

The rebrand comes after the release in July of Acevo’s most recent accounts for the year to 31 March 2018, which showed that the umbrella body’s income had returned to more than £1m after a heavy fall the previous year.

The rise in income was down to a number of factors, including more rises in income from training and development and an 8 per cent increase in membership.

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