The new identity is set to launch in September, and while the Samaritans wordmark (pictured) will remain in place, new supporting graphic and branding devices will be introduced.
Rachel Kirby-Rider, executive director of fundraising and communications at Samaritans, says, ‘We felt the logo looked very establishment and we wanted to mess it up a bit.’
The rebrand will see the logo adapted with, for example brackets or rings or other drawings around it. Kirby-Ryder says, ‘We wanted to introduce an element of doodling, like you would do on the phone – like someone taking down the Samaritans phone number.’
Other branding devices being introduced will include a sepia background tone and a new hand-cut headline typeface.
Kirby-Rider says the rebrand is being introduced ‘to look at barriers towards people initiating dialogue with us’.
She says it was also important for Samaritans to position themselves as a charity, and differentiate themselves from Government-funded services.
Kirby-Rider says, ‘People often think we’re funded by Government and don’t realise we’re a charity funded by donations.’
Samaritans has worked with Arthur London for a number of years on campaigns and other projects.
The new identity is set to launch on 20 September.