Our New Identity
Claudette Watson, CEO of The Sick Children’s Trust explains why we decided to launch a new identity:
Q: What is the new logo?
A: We want to convey the thought that at this time, when families are feeling immense vulnerability and fear, there is hope. The new logo incorporates the image of two children running together, holding hands; it represents every child, the unity between family members creating strength in the face of adversity and hope for their future.
The new strapline to accompany the logo ‘we’re here, so you can be there’ explains the existance of The Sick Children’s Trust in it’s simplest form. With the strong combination of our name, our new logo image and our new strapline, we want people to recognise immediately that we are here to help children get better and to offer comfort for parents and siblings, by keeping families together.
Q: Why did you choose those colours?
A: We wanted a mix of colours to portray the warm and welcoming environment of The Sick Children’s Trust, as well as the confidence and strength we hope families feel when staying in our houses.
We decided to incorporate blue and pink, by means of representing all the boys and girls and their families who we have helped in the last 25 years, and those we hope to help in the future.
Q: What was wrong with the old logo?
A: Feedback showed that our previous logo was not always understood and incorporated too many different elements. It did not have a clear message about why we exist and what we hope to achive as a charity. We didn’t take the decision to change our logo lightly – a tremendous amount of time, thought and energy went into the new design.
Q: What are the main aims of the new identity?
A: Raise awareness of The Sick Children’s Trust with a new identity that stands out from the crowd and gets us noticed.
Increased support for the charity through a more professional image and encouraged confidence in our work.
Q: Why have you changed it NOW?
A: The Sick Children’s Trust wants to increase its impact and make more people aware that we are here to help families when a seriously ill child is being treated in hospital. Although the charity has been working hard to raise awareness, there are still many people who do not know of the service we offer and how we can help in such terrible and often frightening circumstances.
Our old logo has served us well over the past 25 years, but we felt our optomistic outlook for the wellbeing of children in hospital and their families was not represented by our old logo. We felt it was time to reflect ourselves in a more contemporary fashion and show that we are a leading charity within our field.
We wanted to continue the strength of our heritage through keeping our name, but by updating our logo we feel we represent the strength that family support can provide for a sick child and the new warmer colours reinforce this vision.
Q: Who designed the new logo?
A: We have been very fortunate to have the support of Robert Fletcher and Graphic Partners who have developed the new logo and identity for us. Robert has been in the advertising and design business for over 25 years and, together with Graphic Partners, bring a wealth of knowledge.
Q: How much did it cost and did you have to pay for the design changes?
A: Robert and Graphic Partners have very generously provided all of the professional work needed to design the new logo and marketing materials completely free of charge. The value of this work is approximately £25,000.
Q: Why did they do it free of charge?
A: Being a dad of two, Robert was moved by the work of The Sick Children’s Trust and appreciated how our 'Homes from Home' can provide solace at a time of fear for any family with a seriously ill child in hospital. As a result, he wanted to help and felt fortunate to be in the position to oversee the creation of our new identity.
Q: What is happening to material with the old logo on?
A: Stocks of material with the old logo have been run down. A fairly long lead in to the new identity means that we have been able to manage stock levels effectively in order not to waste money.
