Registered charity The Teachers Benevolent Fund has changed its corporate identity for only the third time since its foundation in 1877.
London design group Oxygen has created the new image, dropping the full name in favour of the initials TBF and introducing a tagline, The Teacher Support Network.
“Our research showed the term ‘benevolent’ had Victorian connotations, which was a distinct turn-off for younger teachers,” says a TBF spokesman. A bright shade of orange has been introduced as the TBF’s corporate colour, to portray an upbeat outlook.
The new image aims to reflect the wide range of services available. As well as financial support, teachers and their families can get general advice or stress counselling through the TBF, which classes itself as an “employee assistance” organisation. It also maintains a dialogue with teaching unions on industry issues. All teachers or lecturers are eligible to join the current 30 000 TBF subscribers.
As well as seeking to distance itself from its former “dowdy” image, the charity is preparing to launch a teacher helpline, which will feature the new branding heavily in marketing campaigns over the summer, says the spokesman.