A grantmaker that closed to applications for three years while it restructured has rebranded.
The Tudor Trust closed to applications in April 2022 in what was initially expected to be a one-year hiatus, but the closure was extended as the funder worked towards becoming an anti-racist organisation.
It announced last year that it would award £10m in its first round of grant funding since the restructure, which included a new focus on providing larger, longer-term grants to organisations and leaders tackling social injustice through a racial injustice lens.
The grantmaker said it would focus on funding organisations that tackle the root causes of systemic inequity and racial justice, in a bid to shift its philanthropy “from holding power over communities to working with them”.
The trust said this week that it had rebranded because the restructure required a “visual shift” that would align its identity with its practice.
A spokesperson for the grantmaker said the new identity “emerged from a careful, considered brand strategy process, one that asked the Tudor Trust team to reflect on what the years of internal restructuring truly meant to them and who they’re speaking to now”.
The spokesperson said: “The result is an identity built around purposeful momentum: rooted and reaching, grounded in integrity.”
They said the charity had developed an expanded colour palette, bespoke iconography and set of accessible assets that could be used in a variety of contexts.
“The system is designed to support Tudor’s mission, vision and values, enabling transparent, selective and generous funding to feel as considered in practice as it is in principle,” the spokesperson said.
The charity worked with the design agency Chill Create on the new identity.
Staff, trustees and grantees were consulted on the new branding, which the spokesperson said the charity used “as an opportunity to help us articulate who and what we are becoming”.