Christian Aid rebrand designed to appeal to youth

Christian Aid is changing its logo to appeal to a younger audience after research revealed that its public image remains that of a religious organisation.

The eight-year-old logo will be changed to give it a more 'cutting-edge' appearance, but the strap 'We believe in life before death' will remain and will get greater prominence.

Frances McConnell, head of design and production at Christian Aid, explained: "Research showed that what we stand for wasn't being communicated clearly.

Some people thought we might offer aid only to Christians."

But McConnell said that removing 'Christian' from the charity's name was not an option.

"The fact that 'Christian' is in our name can pose a challenge, but it is also part of our heritage," she said.

"The new logo shows us to be a dynamic and cutting-edge organisation.

We want to try to reach a younger, more contemporary audience."

McConnell would not say how much the rebranding had cost, but she stressed that those in charge of the project were "mindful of keeping costs down".

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