Action for Children creates new logo to mark 150th birthday

The new brand is focused on the theme 'we are family' and is designed to be clear, simple and friendlier than before

Elements of the rebrand
Elements of the rebrand

Action for Children has launched new branding to mark 150 years since it was founded.

The new brand, developed with the branding agency ASHA, is designed to be clear, simple and friendlier than the charity’s previous look, a statement from the agency said.

The rebrand focused on the theme "we are family", uses a tone of voice that aims to be "warm, straightforward and relevant", and aims to engage with people as though they were family members, the statement said.

The statement said the headline font for the new brand had been chosen "specifically for its friendly character" and its distinctive appearance enabled the charity to create a cohesive feel in all of its communications across its 500 services in the UK.

The star logo shape was chosen to be "playful" and "reflect the warm, friendly and accessible character of the organisation", while the red was chosen to evoke "action" and sunshine yellow to convey "impact and optimism", the statement said.

The charity and the agency have been developing the new brand since October.

In the statement, ASHA said the logo had been donated to the charity for free, but it had also completed "extensive brand identity work… on the overall brand strategy, corporate identity and communications collateral".

Neither organisation said how much the wider aspects of the rebrand cost.

Nick Jones, managing director of fundraising, communications and policy at Action for Children, said: "It’s really important that we’re able to talk about our work in the same voice.

"The new branding is much warmer, much friendlier. We can talk to corporate partners. We can talk to government. We can talk to mums and dads. We can talk to carers. We can talk to children and young people."

Marksteen Adamson, founding partner and executive creative director of ASHA, said the "we are family" theme expressed the essence of how the charity works.

"This sense of family permeates throughout the organisation through its staff and all its services," he said.

A guide for photography and a new, softer illustration style for information graphics were also developed to allow the new branding to be coherent across all the charity’s communications.

Staff were issued with branded water bottles, mugs and tote bags to launch the brand internally, but it is also hoped this will allow them to promote the brand externally too, the statement said.

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