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The voice of Scotland’s vibrant voluntary sector

Published by Scottish Council for Voluntary Organisations

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Major rebrand for children’s charity

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Hope for Children says the need to stand out in a "crowded market" has led to its new logo and strapline

An international children’s charity based in the UK has rebranded in a bid to differentiate itself from similar charities in the sector.

Hope for Children says it has created a new logo and strapline to stand out in what is becoming a “crowded market”.

Chris Lyne, marketing manager at Hope for Children, which developed the rebrand internally, said: “Over the past 21 years, Hope for Children has prided itself on using positive messaging to communicate the impact that our vital work is having on the lives of vulnerable children across Africa, Asia and the UK.

“However, it has become increasingly difficult for a charity of our size to stand out in such a crowded market. Particularly in the last 12 months which has seen some of the larger organisations take a more upbeat approach to their marketing.

“With this in mind, we decided to place a greater emphasis on the concept of what makes a safe and fulfilling childhood and how Hope for Children is making this a reality for more of the world’s children.”

According to Hope for Children, its new logo (above) – a smiley red face painted alongside the charity's name, all in lower case handwritten lettering – reflects its “warmth and positivity, whilst conveying the playfulness of childhood.”

We believe that our refreshed look will help us attract new supporters who may have never heard of Hope for Children

The accompanying strapline "Because every child deserves a childhood" has been introduced to reinforce Hope for Children’s goal of alleviating the root causes of poverty and giving children a better childhood.

Murielle Maupoint, Hope for Children’s chief executive, added: “We believe that our refreshed look will help us attract new supporters who may have never heard of Hope for Children and in turn help many more vulnerable children around the world.

“Hope for Children is committed to giving more of the world’s children a happy, healthy and positive childhood.

“We are improving their access to education and healthcare, empowering their families to support themselves whilst developing their confidence and self-esteem.

“Most importantly we are giving them hope.”