Dragon Rouge to rebrand Army Benevolent Fund

The ABF is a registered charity which provides support for serving and former soldiers and their families. It was set up in 1944 under the patronage of King George VI.

The organisation says it felt the time was right to rebrand ‘at a time when soldier support and welfare are particularly high priorities on the public agenda’. Referring to the ongoing war in Afghanistan, and the recent British action in Iraq, Emma Harvey, director of fundraising and communications for the ABF, says, ‘Obviously, current operations are highlighting the need for the charity.’

Dragon Rouge was appointed to the work last month following a six-way pitch in July. Joe Hale, account director for the consultancy, says, ‘The ABF is looking for a marque that has longevity, and one that has greater resonance.’ Hale adds that the elements of the organisation’s current identity – which features the British Army’s crest of a lion and two crossed swords – ‘can be hard for some potential audiences and donors to understand’.

Harvey says, ‘The current identity is not very strong and it needs a refresh – it needs to appeal more to a younger audience and also to potential donors.

‘The new identity will have to have impact, and it will need to be obvious what the charity is about.’

The new branding will be applied to all the ABF’s regional and national communications, and also to national campaigns. Harvey says it is expected to launch in spring next year.