We're not the MU any more, says Mothers' Union

The Mothers' Union has launched an extensive rebranding in an attempt to dispel the misconception that it is a group of "old ladies drinking tea".

The new Mothers' Union logo
The new Mothers' Union logo
The charity has replaced its old logo, which contained the abbreviation “MU”, with a new globe logo to reflect its worldwide reach and 3.6 million members. The new logo will form the centrepiece of a unified branding in all 78 countries in which the Mothers’ Union works.

Vikki White, head of marketing at the union, said the charity had decided to retain its name despite prolonged debate about whether it should be changed. The charity has decided to celebrate the name but ensure that the public really know what it stands for.

Research commissioned by the charity showed that recognition of its name was strong but it evoked images of old ladies drinking tea rather than its projects around the world.

“A lot of people don’t know that we are worldwide, Christian and do grass-roots work in communities,” said White. “The new logo will help us to communicate that.”

The Mothers’ Union wants to eliminate the use of MU to designate its name, instead using its full name at every opportunity.

The rebranding will take place initially in the UK and Ireland before spreading to member countries in Africa, Asia, the Americas and the Pacific region.

Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Already registered?
Sign in
RSS Feed

Third Sector Insight

Sponsored webcasts, surveys and expert reports from Third Sector partners