Samaritans launches new brand

The suicide prevention charity says it hopes the brand refresh will help it appeal to more younger people

Samaritans has launched a new brand in a bid to appeal to more younger people.

The suicide prevention charity rolled out a new-look website yesterday and plans to use the updated brand in all of its printed materials and on social media from 19 March.

Designed by the brand experts Spencer du Bois, the new logo retains the same green colour, which is designed to be symbolic of hope and positivity, but includes what the charity describes as "subtle notches inspired by the focus on human connection".

Paul McDonald, executive director of external affairs at Samaritans, said the refresh, which cost £80,000, would help the charity "stay relevant".

He said: "Research shows that, although the public has a high level of awareness of Samaritans as a charity, we are not always seen as relevant, particularly by young people."

He said the change would enable it to "reach more people earlier who are struggling to cope".

Samaritans, which last rebranded in 2012, saw its income rise from £19.1m to £22.6m in the financial year ending 31 March 2018, according to figures filed with the Charity Commission.

In a statement, the charity said it had chosen the new font for "its distinctive personality and clean curved lines".

The statement added: "Its clarity and the carefully considered spacing also makes the typeface highly accessible.

"The logo and font were previously in a hand-drawn style and research showed they needed to be updated to be more modern and relevant.

"Samaritans' vibrant, versatile and engaging illustration style has been created from multiple layered shapes, based on the style of our patterns, which are layered onto each other."

The brand refresh will coincide with an awareness-raising campaign to encourage people most at risk to seek help.

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