Newell and Sorrell have a heart

The British Heart Foundation is unveiling a new identity created by Newell and Sorrell.

The original logo “no longer encompassed the range of the charity’s work”, says Maxine Smith, director for communications at the foundation. Since being founded in 1961 the charity has funded medical research, but now also runs patient care, pilot schemes and educational programmes.

“Rather than making radical changes, we wanted to tweak our strong motif and have a more contemporary identity,” says Smith. The updated “heart identity” will be rolled out to all literature over two years.

Newell and Sorrell, who won the job after a three-way unpaid pitch, donated two thirds of their time for free.