Help the Aged rebrands to make its purpose clear

Nathalie Thomas

Help the Aged has spent £140,000 on rebranding.

The decision follows research that showed donors and supporters were unclear of the charity's purpose.

"Our supporters told us we are very well known but they don't understand our cause and don't understand what we do," said Steve Jones, the charity's director of communications.

The charity feels that the new black-and-yellow logo stating "Help the Aged. We Will" will assist the public in identifying Help the Aged as a serious organisation with a clear intent.

The rebranding accompanies a refocusing of the charity's work on disadvantaged older people suffering from poverty, isolation and neglect.

Although Help the Aged is quick to add that no services will be stopped, disadvantaged older people will form the basis of its work in future.

"We are not fundamentally changing our services, but focusing them more directly on disadvantaged older people," Jones added.

Designed by creative agency Joshua, the new logo will be deployed across the board on everything from pamphlets to shop fronts and delivery vans.

Stuart Mackay, a partner at design agency Ergo-id, believes the new logo conveys a more immediate message. "The old logo didn't really touch you," he said. "This is much more active. 'We Will' is a mission statement."

- See Editorial, page 22.

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