The name's Bond - but it no longer means British Overseas NGOs for Development

Organisation for aid charities drops the full title - but keeps the word

Bond logo
Bond logo

The umbrella body for international development NGOs has discarded the name British Overseas NGOs for Development as part of a rebrand.

A consultation for the brand review found that people thought the name sounded "colonial, old-fashioned and bureaucratic", according to the charity.

But it has retained as its name the word Bond, the acronym by which it was usually known. It is now being used for its real meaning as part of a new strapline that reads Bond: for international development.

"We want to build on the strength and unity that ‘bond' signifies which lies at the heart of our message - as a membership and network, we are stronger together," the charity says on its website.

A new red and grey logo has been launched on the Bond website and will gradually be extended to other communications.

As part of the rebrand, Bond also says it will assume an "active leadership role" in areas of strategic importance to its 330 members.

Nick Roseveare, chief executive of Bond, said: "I believe the new brand gives us everything we need to inspire collaboration within our sector and to challenge ourselves and those whose decisions affect international development.

"We need to lead sensitively from within and unite our voice and efforts for greater impact to those in power so they take action of behalf of people living in poverty."

The rebrand, which cost £14,900, was undertaken with communications agency Neo and included a consultation exercise with members.



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