Charity Hope & Homes for Children is looking to raise its profile among international NGOs, with the launch of a revised identity by Spencer du Bois.
The charity, which looks for alternatives to institutionalised life for orphans across Central and Eastern Europe and Africa, is looking to target governments and NGOs to help its long-term strategy of placing thousands of orphans in these countries within family homes.
The charity appointed Spencer du Bois to develop its brand positioning and identity last July, following a three-way credentials pitch.
Spencer du Bois executive director Max du Bois says, ‘The charity is a small outfit with limited resources and it can only do so much on its own. It needs the help of major NGOs and governments to create an infrastructure for children, who might otherwise end up in a life of crime or as child soldiers as the result of being institutionalised.’
Spencer du Bois creative director John Spencer says, ‘The old logo was complicated, lacked impact, and was no longer relevant to what they do. It was drawn in a child-like way, but not by a child, and featured a symbol of a house within a heart.’
‘The new logo avoids the visual clichés associated with children’s charities by retaining the heart to convey the love and warmth of a family. The heart, of which there are six versions, has been coloured by children. Some have used crayons while others have used felt pen or paint. Children are central to the charity’s work, so it seemed fitting that they should be central to the Hope & Homes for Children logo and visual brand,’ he adds.
The new identity will roll out this week.