Sea Design has created an identity for homeless charity and day centre The Connection at St Martins, ahead of a planned revamp of its site next to Trafalgar Square in London.
The organisation was formed in April from the merger of London Connection, a youth charity founded in 1989, and St Martins Social Care Unit, a Church-backed group that has served ‘entrenched’ homeless people in the capital since 1945.
The challenge was to create a style that brought these two ‘very different’ organisations together, says TCSM head of appeals and fundraising Debbie Lyne.
‘We needed a new image that was modern and vibrant but wouldn’t scare off traditional supporters. There are still two different day centres [at present], although they are located next door to each other, and we need to take the best of each to make a new standalone [brand],’ she explains.
An arrow symbol has been used for the logo to replace the previous typographic marques, says Sea director Bryan Edmondson. The group also developed the strapline – Helping homeless people of all ages.