Samaritans’ identity undergoing research

The Samaritans is carrying out major research into its corporate image and may change its identity as a result of the findings.

The research, by Crossbow in Surrey, is intended to gauge the public’s perceptions of the charity and attitudes to its services, says a Samaritans spokeswoman.

“We are not going through a pitch [for a consultancy to revamp the marque],” she says.

The design group Whitewater is the charity’s current sole provider of graphic design, and created the Samaritans website and this year’s annual review.

Whitewater was appointed after The Samaritans announced it was on the hunt for a single graphic design consultancy (DW 16 August 1996).