Crisis unveils £25,000 rebrand

Homelessness charity Crisis has created a new logo that it hopes will provide it with a more "positive and energetic" image.

'Gritty': the new logo
'Gritty': the new logo

The new brand, which cost £25,000 to develop, has been unveiled alongside a new five-year strategic plan to increase the scale of the charity's work. It intends to open eight more of its Crisis Skylight centres, which provide education and activities for homeless people.

Leslie Morphy, chief executive of Crisis, said the rebrand represented a bolder, more dynamic approach to reflect the more active way homeless people wanted to be perceived.

"The new strategic plan marks a change of emphasis for us," she said. "Our unique selling point is the training and education we can provide to homeless people. Everything else we do goes around that.

"As we developed our plans for the future, it became clear that we needed a new brand identity. Our new brand is positive and energetic, and provides us with a platform for high-impact campaigns."

Nigel Davis, managing director of 300million, the design consultancy that created the new logo, said it was intended to be "blunt, gritty and iconic. It's certainly an identity that demands attention, but also has a more optimistic outlook than previously.

"Throughout the project, we were keen to retain a feeling of individualism, while recognising the importance of the collective responsibility for ending homelessness."

The new brand featured in the Crisis Christmas Card Challenge (Third Sector Online, 12 September). It will be rolled out gradually so the charity can make use of existing materials.

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