Save the Children to update image

Save the Children Fund is revamping its corporate identity and reviewing its literature in a bid to make it more child-focused.

The move follows a day-long brainstorming session with Spencer Landor and independent consultant Tom Lynham.

The session concluded that a lack of clear message has hindered donations and that the retail outlets are a missed opportunity, according to Lynham.

“We were looking at the way it projects itself through literature,” says Spencer Landor creative partner John Spencer. The voluntary organisation produces a series of publications each year.

The existing child identity will be redrawn with a circle around it, by Save The Children’s in-house design team. While the identity change will be more of an update, the organisation’s general new image will be a “radical departure” from the existing look, according to Save the Children head of design Stephie Rolfs.

The brand will be more child-focused and appropriate for the 21st century, she says. Spencer adds: “It’s about trying to see the world through the child’s eyes, so that the child becomes the hero.”