Action for Children has launched a new "friendlier" branding with a star-shaped logo to coincide with its 150th anniversary.
The children’s charity appointed Agency ASHA in October 2018 to develop a “clear, simple and engaging expression”.
Nick Jones, managing director of fundraising, communications and policy at Action for Children said: “Now we have a clear vision, a clear mission and clear values.
“It’s really important that we’re able to talk about our work in the same voice.
“It’s much warmer, much friendlier, and it really represents who we are.
“We can talk to corporate partners. We can talk to government. We can talk to mums and dads. We can talk to carers. We can talk to children and young people.”
The new logo for Action for Children was donated “free of charge as part of a bigger donation by the Agency”.
Marksteen Adamson, owner and founding partner at Agency ASHA said it was a demonstration of commitment “to the great work that Action for Children does”.
The agency rationalised a “vast array of existing collateral” after conducting an audit of Action for Children’s services and online and offline communications.
Key documents including the Westminster advocacy report and internal brand book and brand film will use elements of the new branding.
Branded communications templates were also part of the rebrand and have been hosted on the internal portal for local services at Action for Children.
Staff have received items, such as tote bags and mugs that show off the new branding with positive messages, so they can act as "visible brand ambassadors".
The charity's previous branding launched in January 2017.