Forster Creative has created a new brand for charity Gingerbread, which supports single-parent families.
The identity is rolling out this week and follows Gingerbread’s merger with the National Council for One Parent Families in 2007.
Forster Creative was appointed in summer last year, following a four-way pitch, to create a new identity and decide on a name for the merged charity.
The identity will be rolled out across communications materials and a website.
Amy Meadows, who led the project for Forster Creative, says, ‘Research showed the name Gingerbread – a name synonymous with single-parent families, and widely recognised by people of all backgrounds and across the country – offered the greatest potential to build the reach of the organisation.
‘The evolved brand offers an exciting springboard from which Gingerbread is able to champion the voices and needs of single-parent families and provide support services to help them.’
Fiona Weir, chief executive of Gingerbread, says, ‘We need a strong brand to reach single parents with our services and to voice their concerns about disadvantage and stigma.’