Focus: Communications - Three minutes with ... Nigel Seymour, head of communications, Crusaid

Why did you decide to rebrand?

It is our 20th anniversary this year and, when we launched a strategic business review, we realised that our logo was hindering our fundraising capability. It's a long, flowing pennant with our name and the strapline 'The national fundraiser for Aids'.

How did you know it wasn't working?

Through a survey of 23 key stakeholders conducted by DDB London. The research involved hour-long interviews with funders, beneficiaries and donors, and the same messages kept coming out - stakeholders felt the old logo was old-fashioned and didn't tell people what we do.

What are the main changes?

Our founding members designed the orginal logo on the back of a beermat 20 years ago, and the colours and font became outdated. The new logo is modern - a white, square flag - and we have changed the strapline to 'HIV and Aids: help and hope for people in poverty'. This gives people a much better idea of what we do.

How will the new logo help?

It's become a competitive market, and if we want to engage with people we need a clear identity. We also thought it was time to leave behind some of the gay connotations and appeal to our three target groups: older gay men, the African community and people who give to overseas causes.

We want to redefine what we do, how much we raise and how many beneficiaries we help. We believe the new logo will enable us to achieve that because it's the first visual thing people associate with you.

Is it possible to rebrand without a review?

There's no point redesigning your brand if you do not know what your business aims are. We have a new five-year business plan and marketing communications strategy as well as a new logo. We plan to make this year's Walk for Life our biggest ever and are confident the new logo will help us fundraise more effectively.

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