Charity rebrand examples

As a brand consultancy for not-for-profit and B2B organisations, we enjoy keeping up to date on latest brand refreshes in the charity sector. Recently there have been a few that have stood out to us which we thought we’d share and discuss!

If you are embarking on a rebrand, you’ll be aware of the opportunities, but also the challenges to watch out for. As an established charity, you might want to do a full rebrand due to your brand feeling out of date and disconnected with your target audience. Whilst a brand overhaul is sometimes very much needed, it should always be balanced out by considering your current brand heritage and weighing up to what extent you will evolve your brand messaging and identity.

Another key consideration is of course budget. Getting a rebrand right is already quite a lot of pressure, but when you are spending core funding, it’s even more important! That being said, we love working with charities on brand development projects. Budgets can be tight and the pressure is on to do our very best, creative work that hits the brief, but we get a real buzz from helping play our small part in making a difference.

Here are some notable recent charity rebrands:

 

Barnardo’s

Barnardo’s has been supporting children, young people and their families for 150 years. In the 10 years since their last rebrand, the lives of the children they support has changed dramatically due to the increased use of social media, the lasting impact of the pandemic, and the cost-of-living crisis. Research showed that despite being a well-known name, 50% of children and young people didn’t know what support Barnardo’s offers. The aim of the rebrand was to show that Barnardo’s truly understands what it’s like to grow up in the UK today, and to make every child feel like they belong.

The new brand is incredibly personal – crafted with the help of children using Barnardo’s services across Wales, Scotland and England. They were asked to express their thoughts and their feelings using pens, paints and paper. The shapes and imagery they created were used to produce a suite of brand elements. Each letter in the new wordmark has its own unique style which conveys a range of emotions that the children have experienced – both positive and negative.

It’s clear to see how emotive the new brand is compared to its former mark. The unique characters convey a sense of who their target audience is, while keeping the heritage green – denoting positivity, safety and action.

This was a bold move for Barnardo’s to make compared to their previous brand identity. Often established organisations take more subtle brand development steps to maintain brand heritage whilst also meeting today’s brand challenges and anticipating those of the future. That said, this strategic shift not only reflects a commitment to modernise their brand identity, but also a willingness to adapt to changing societal expectations and connect more effectively with a diverse audience. To create a brand by children, for children, is a wonderful touch that emphasises their mission and strengthens their connection within their community.

 

RSPCA

The RSPCA last rebranded in the 1970s, and in their 200th year revealed a bold new look for the charity. The aim – ‘inspiring everyone to create a better world for every animal’.

The purpose of the rebrand was to create a more welcoming look and feel, which would bring individuals and organisations together to drive change. They felt the old brand was outdated and old fashioned, and no longer represented the forward-facing modern organisation that they have become. Can you believe that they have helped change more than 400 laws in their 200 years? Incredible isn’t it!

The new bold colour palette and icons will help reach new audiences and encourage a new generation of support for the charity. The rebrand raises an important consideration about how organisations with such an established heritage manage the tension between honouring their legacy and embracing change. The RSPCA’s decision to retain the octagon frame, albeit in a modernised form, reflects a thoughtful approach to this challenge. This strategy allows them to maintain a connection to their storied past while signalling a commitment to future growth and adaptability. The octagon as a full stop symbolizes the completion of one chapter and the beginning of another, reinforcing the idea of continuous evolution.

 

Vegetarian Society

The Vegetarian Society, a 175-year-old charity rebranded with a fresh logo, website, and membership magazine. The rebrand is intended to reflect the charity’s “refreshed vision and mission” and its “desire to become a bolder, more confident campaigning organisation – but one that doesn’t lose sight of its history” according to Deirdra Barr, Director of Marketing and Communications. The charity has kept its heritage using the V icon – a stripped back, modernised version of its predecessor which is easier on the eye and a much bolder and more recognisable image. The new wordmark is more ‘organic’ and natural compared to the previous choice – it’s current and has a lot more character and energy. The new colour palette is bright and emotive, adding even more urgency to their calls to action on the refreshed website and promotional material.

The overall look and feel really embodies the charity’s mission and values and will enable the organisation to appeal to new audiences and supporters, which will undoubtedly be on the increase due to the changing public perception of the benefits of a vegetarian lifestyle. However, the charity will need to consider how the rebrand impacts its long-term strategy and operational decisions. They will need to make sure that the new visual identity not only resonates with current supporters but also effectively communicates their refreshed mission to potential partners and younger generations. As they move forward, maintaining a balance between innovation and their historical legacy will be key to sustaining credibility and trust.

 

Anthony Nolan

To mark the charity’s 50th anniversary, Anthony Nolan launched a new look with the aim of appealing to a younger audience of 16-24-year-olds to join its stem cell register – especially men, and those from minority ethnic backgrounds.

The new logo looks more modern, cleaner and the brand messaging is easier to understand compared to its ‘spiderweb-ish’ looking predecessor. The charity’s new symbol, which doubles up as a human figure as well as a DNA double helix, can be used on its own or alongside the wordmark and still be well recognised. The new colour palette is friendlier and more positive, despite the font not being too dissimilar to the previous one. Overall, the whole rebrand looks more youthful and approachable which will connect more with their target audience.

But it’s crucial for the charity to monitor how well the new look translates into increased engagement from younger demographics, particularly in encouraging more stem cell donations. Additionally, they’ll need to carefully manage the transition to ensure long-time supporters feel included and understand the necessity of this change. It’s a careful balancing act between the drive for modernisation and upholding the trust and recognition they’ve built over 50 years.

 

Final thoughts

In summary, while rebranding can be a complex and challenging process for charities, it also presents a valuable opportunity to rejuvenate their brand identity and more effectively communicate their vision, mission, core values and messaging. By thoughtfully balancing innovation with respect for their heritage, and addressing the concerns of existing supporters, charities can successfully navigate the rebrand process to attract new audiences, increase visibility, and reinforce their relevance in an increasingly competitive nonprofit sector.

Want to talk more about creating inspiring designs for your business or charity? Embrace Marketing is a full-service brand, creative and digital agency for not-for-profit and B2B organisations. Click here to get in touch.

This latest thinking article was written by:

 

Grace Williams
Head of Design