The Baptist Missionary Society has introduced a more contemporary identity, created by Marketplace Design.
The society, a registered charity founded in 1792, supports the work of more than 170 missionaries worldwide. It appointed Marketplace to review its branding and communications strategy, and research suggested the charity should broaden its appeal.
According to Marketplace account manager Richard Gillingwater, “We felt the Baptist Missionary Society needed a more contemporary identity, to appeal to a younger audience without alienating its existing supporters.”
The consultancy has added a strapline – World Mission – to the identity to highlight the society’s work and to position it as a leading player among missions. The identity’s symbol represents the world, with a link to portray the society’s enabling role. A purple and orange palette was chosen to “reflect the personality of the organisation”, says Gillingwater.
“We chose Marketplace to create a graphic style which would communicate energy within the organisation, allowing potential donors to see us in a different light,” says BMS publicity manager Katrina Lawson.