A handrawn headline font has been created for the identity, which will extend to other brand elements, and the colour palette has been broadened from green, to include red, yellow and blue.
Glenn Colegate, creative director at the charity, has designed the identity, and the in-house creative department has designed a new website.
The charity, which is looking to sign up a broader base of donors and activists, hopes to communicate that ‘the wellbeing of the planet and the wellbeing of all of us on it are one and the same thing,’ says Joe Jenkins, Friends of the Earth director of fundraising communications and activism.
The rebrand supports a campaign – also designed in-house – to encourage supporters to choose which causes the charity should follow: The Bee Cause; Clean British Energy; and Product Expose.
An online element of this campaign, a Kiss Means the World, has been designed by consultancy Nonsense. Site visitors are encouraged to drag and drop a kiss onto the cause they wish to see supported.
Jenkins says the new brand will make the charity more ‘mainstream’ and ‘address the misconception that we’re judgmental and finger-wagging’.