The Joseph Rowntree Foundation has updated its logo, colour palette and website as part of a £50,000 brand refresh.
The foundation, which supports and undertakes social action work to end poverty in the UK, said the rebrand was to “realise a contemporary vision for the organisation and to reposition it in line with our strategic direction”.
The charity said the brand and JRF’s visual and verbal identity, including its colour palette, needed to change in order to “better represent its activity but also the planet, people and communities” it works for.
JRF told Third Sector that it spent about £50,000 on the brand refresh, updating it to be “clear, contemporary and consistent”.
The charity added that working alongside a small regional agency based in Manchester, the Office of Craig, enabled its in-house design team to play a collaborative role in development and keep costs relatively low.
It also worked with the digital agency Numiko on its new website and digital experience, in order to create a “more simple, contemporary design that is as easy to access on a smartphone or tablet as it is on a computer”.
A spokesperson for the charity said: “JRF’s vision is to work to support and speed up the transition to a more equitable and just future, free from poverty, where people and the planet can flourish.
“For us, ending poverty in the UK is a moral cause: to ensure dignity and respect for everyone, and to address exclusion and powerlessness.
“Our ambition lies in the many different types of work we undertake and support in all four nations of the UK.
“We are perhaps unusual as an organisation in embracing so many methods. But we see value in building bridges between people working across different disciplines and horizons and shaping new coalitions for change.”
JRF’s latest available financial accounts show an annual income of £34.2m for the year ending December 2021 and an expenditure of £45.2m. These accounts show that the foundation has more than 700 employees.
According to the charity register, the foundation’s accounts for 2022 are overdue by 44 days.