The Stars Foundation was set up by Saudi Arabia-based conglomerate the Al-Dabbagh Group in 2001. The foundation’s aim is to “invest in organisations and ideas that transform the lives of disadvantaged children and their communities globally”.
The rebrand is the first major update to the charity’s branding since it launched. It comes as the Stars Foundation launches a series of new initiatives and an aim to act as a “broker” to build partnerships and networks to help launch projects.
Ashley Johnson, senior communications and marketing officer at the Stars Foundation, says: “With all this transition and growth, our brand was feeling a little stale – not able to illustrate the dynamism and diversity of our approach.”
The new identity is formed from a constellation of stars that make up the shape of an “S”. Johnson says this suggests “solidarity and collaboration, movement and scale”.
She adds: “Rather than designing a logo that represented ‘children’ – an already crowded space for charity brands to occupy – we chose to focus on how we do our work, rather than what we do.”
As part of the rebrand, Cog Design has created a new website and newsletters for the foundation. The new website has been built by Tincan.