Fleet-based Aricot Vert has revamped the Scripture Union visual identity, the first update in almost 20 years, as the organisation plans significant growth.
A registered charity, the Scripture Union works primarily with children and young people in schools and churches to ‘further the Christian gospel’, and also publishes books and other educational material. Over the next five years, it intends to double the number of young people it works with within the Church, while reaching a further million outside, says Scripture Union head of promotions and communication Richard Wells.
‘Research showed that to appeal to people outside the Church our identity needed to be brightened up and be less dated,’ says Wells.
Aricot Vert has created the tone of voice, photographic style, website, signage, literature and internal communications material, in addition to the visual identity, in what is believed to be a five-figure job for the group.
The consultancy identified the client’s key personality traits and translated these into visual imagery, says Aricot Vert managing director Lin Arigho.
‘The central theme is a contemporary one,’ explains Arigho. ‘Other traits include illuminating, fascination, sharing and go-getting, and the identity has to communicate a fun, welcoming and youthful feel.’
Key visual changes are an injection of colour and an update of the marque’s central flame. The group has also put in place a detailed colour palette, designed to last for ‘at least the next five or six years’. Tone of voice has been simplified and photography now ‘invites you in’, Arigho says.
The consultancy was appointed in May after a two-way credentials presentation, shortlisted from an initial pitch list of 12.
Aricot Vert creative head Lucy Wynn led the project.