Charity leans on Wolff Olins brand

Wolff Olins has created a new look for Samaritans, unveiled today, which aims to position the organisation as ‘the emotional support charity’ ahead of its 50th anniversary next year.

The identity work is the result of a broader strategy review, intended to help the charity take account of societal changes and ensure it remains relevant in future.

‘It is vital for Samaritans to communicate what it stands for [today] in a way that people can understand,’ says Samaritans chief executive Simon Armson.

As well as suggesting concepts for how Samaritans might carry forward its work, Wolff Olins has designed guidelines and all the ‘basic elements’ of an identity package. Signage will be applied to the charity’s 203 branches over the coming six months.

The consultancy team was led by consultants Robert Jones and Joshua Blackburn with designers Ned Campbell and Leslie Mellow.

The repositioning is about moving from a ‘suicide helpline to an emotional lifeline’ Campbell says.

The identity switches from a black and orange ’emergency service’ look to a more soothing’ image, he says.

Wolff Olins was appointed last year – a move that represented the first time Samaritans had ever formally taken stock of its brand (DW 22 November 2001).

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