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Spurgeons new rebrand draws on its legacy as part of its 150th anniversary

Spurgeons Children’s Charity is rebranding as part of its 150th anniversary. The new brand reflects the charity’s commitment to have a strong visibility in a sector that’s undergoing change with the delivery of commissioned services. It also puts their heritage and founder, Charles Haddon Spurgeon, back at the heart of their identity.

The brief given to Gloucestershire-based consultancy, The Brandwalk, was to create a fresh and modern brand that would appeal to a wider and younger audience.  By building on its legacy, the charity will also maintain its links to its traditional church supporter base.

Spurgeons chief executive Ross Hendry, said: “Our anniversary is an opportunity to look back at Spurgeon’s legacy. It also shows the need is as great now as it was when Spurgeon began his work. Our new brand reflects our commitment to continue the work he started, supporting the many children and families who need us”.

The charity’s legacy dates back to 1867 when Baptist Minister Charles Spurgeon, founded a boy’s orphanage in Stockwell, London.  Its work in orphanages ended in the late 1970s and has diversified to deliver more complex services. These include; children’s centres, support for young carers, prison visitor centres, and projects supporting children and young people affected by mental health and sexual exploitation.

The new logo and brand replaces the old “footprint” logo and strapline, “spurring on the young.” Research showed the logo was often misinterpreted or confused with other symbols. The strapline was replaced with the simple and informative “children’s charity” to reach out to people outside the charity’s core supporter base.

Taking note of the 150 year heritage and founder, The Brandwalk went for a clean and easy to understand design for their logo. The ‘S’ from Spurgeon’s signature, turned on its side, acts like an embrace between the ‘carer’ and ‘cared-for’ symbols in the logo. It illustrates Spurgeons mission, to support society’s most vulnerable and disadvantaged children.

Spurgeons’ Head of Marketing and Communications, Sara Willcocks, said: Spurgeons has a strong reputation among commissioners, local councils and grant giving bodies.  But despite a history stretching back 150 years, our brand recognition amongst the public is low. The brand refresh will provide a platform for Spurgeons to tell its story during its anniversary year”.

The new brand will be rolled out as part of a publicity and communications plan for Spurgeons’ 150thanniversary.