The childcare charity formerly known as NCH Action For Children has rebranded as NCH in an effort to make the brand more recognisable and communicate a more positive and contemporary message.
Although NCH is the UK’s largest childcare organisation and is well known in professional circles, public awareness of the brand is behind that of Barnardo’s and the RSPCC. The charity decided that the previous brand was proving to be a barrier to effective development of its market position and hopes that the new identity will maximise the impact of its public image.
Miriam Solly, head of marketing and communications for the charity, believes dropping the word children will not hide the brand in an already crowded marketplace. “Media coverage is very important to us and, unfortunately, in a quarter of all our press coverage our name has been used wrongly. The new identity helps to reinforce our brand position,” she says.
Work on the rebranding was kept in-house, but only after a three-way pitch. Sian Manaz, senior graphic designer, says, “We wanted to reflect what we’re about. We took elements of the old logo and made it more powerful and uplifting.”