The consultancy was appointed in spring 2010 and was briefed to create a more contemporary and friendly logo. The charity used to train nurses until the 1960s and was still using its Victorian-style marque despite the change of its remit, says Howdy partner Neil Smith.
The charity also wanted to appeal to a number of different bodies, including the general public and Government, says Smith.
Howdy chose a ‘cleaner and softer’ typeface than the logo’s original italic, serif font and used upper- and lower-case text rather than purely capitalised, as in the original logo, to make it more friendly, says Smith.
Howdy created a modern crown that sits on the top of the logo’s ‘Q’, made up of a line of small cross shapes, which are also being used as elements on the charity’s print collateral and website. Smith says, ‘The crown is a nod to the previous identity.’