The charity Tender has rebranded in an attempt to better represent its values and make itself more accessible to younger audiences.
The charity, which offers arts-based performance programmes to prevent domestic abuse and encourage healthy relationships, said the rebrand aims to better embody its present-day work.
The rebrand was carried out by design agency Osch and illustrator Ellie Ross-Wilkinson, and includes a new website and logo.
Tender consulted teachers, funding bodies, partnering organisations and internal staff to gain a broader understanding of its audiences prior to the rebrand.
It also consulted with its youth board, a group of 12 16- to 25-year-olds who inform the charity’s work, with the rebrand being designed in line with their feedback.
A spokesperson for Tender said: “We aim for our new brand to better capture Tender’s work and ethos as they are now and where we aim to go in coming years.
“It flexes to suit our various audiences and encompasses our focus on positivity and respect in all relationships.”
The charity’s new logo has a heart motif resembling a handshake or embrace, which Tender said acts as “a powerful representation of unity, support and collaboration”.
Tender has also altered its logo’s strapline to “acting for healthy relationships”, which the charity said better aligns with its “optimistic voice and tone”.
The charity said the new strapline aims to make Tender’s message more accessible to children in primary schools, with whom it often runs creative-based workshops.
The rebrand is also intended to reflect the charity’s evolution over recent years, including its work on creating adult training for professionals working with and safeguarding children, and its expansion into higher education settings.
Tender said its operations have evolved since it last rebranded 12 years ago, expanding out of central London to have permanent North East and West hubs in place alongside its London base.
Susie McDonald, chief executive of Tender, said: “Centred on our commitment to compassion, empathy and respect, our new brand embodies Tender’s journey to the present day – and our ambitions for the future.
She said the new brand will help the charity to reach even more people with its creative programmes, and to embed healthy relationships and prevent abuse throughout the country.
“With two decades of experience, a renewed brand and unwavering commitment to their cause, Tender looks forward to the next 20 years with renewed vigour, ready to make an even greater impact on the lives of countless individuals,” McDonald said.