Barnardo’s
Transforming the UK’s largest children’s charity at a critical time for children, young people and families
Childhoods today are being shaped by the cost-of-living crisis, the lasting effects of the pandemic and the fact that life is increasingly taking place online. Millions of children and young people feel socially isolated, anxious about the world they live in, and more than ever are growing up disadvantaged.
We set out to create a brand where every child could feel like they belong. So, we created the new brand with them – for them. It’s designed to do exactly what Barnardo’s as an organisation does – and help them feel safer, happier, healthier and more hopeful – whatever their background or circumstances.
The logo is a visual metaphor for a safe space where everyone can express whatever they’re feeling. Each letter captures a different emotion, held within the ‘safe space’ of the holding device.
The shapes, full of character and emotion, became a suite of graphic devices. The letters became the bespoke typeface for the brand, and formed the basis of the logo. Each letter represents a different emotion – some positive and some negative – confident, sad, angry, silly, excited, stressed, loved and much more.
Jonathan Hubbard
Piyush Aggarwal
Hope Lowe
Will Bedale
Lizzie Adam
Ollie Bielby-Smith
Rose Allert
Sophie Martin
Alec Tear
Will Baldock
NaN
CREATIVE DIRECTOR
STRATEGY DIRECTOR
BRAND LANGUAGE DIRECTOR
CLIENT SERVICES DIRECTOR
SENIOR DESIGNER
DESIGNER + MOTION
WRITER
ACCOUNT MANAGER
LOGO DESIGN
LOGO ANIMATION
TYPE DESIGN