Freedom from Torture has rebranded to reflect its global audience in rehabilitation and advocacy.
It hopes the clearer branding will help it to reach a wider audience.
Hannah Ward, head of communications and campaigns at Freedom from Torture, said: “A rebrand was a complex undertaking as it was hard to see how the breadth of our work could be captured in one visual representation.
“We needed the new visual identity to better reflect our work fighting for the rights of torture survivors both here in the UK and globally, and to honour our human rights foundations, while not losing the warmth and compassion that is also at the heart of Freedom from Torture’s rehabilitation work.”
Rebrand to expand impact and reach
Freedom from Torture commissioned social change designer Door 22 Creative to produce the new branding.
Ward said: “We’re delighted with the new brand and we’re grateful to Door 22 for taking the time not only to fully understand the brief but also for meeting with torture survivors themselves to ensure the brand worked for them.
“We’re confident that it will enable us to expand our reach and impact, and continue to grow so we can help more survivors of torture rebuild their lives.”
Warm and compassionate
The charity kept blue as its main colour, partly so that it is still recognisable as the brand but also because it is a calming colour.
Kolbassia Haoussou, Survivors Speak OUT co-founder and coordinator and service user champion at Freedom from Torture, said: “As a survivor of torture there is something about this new brand which is feel warm and compassionate for me. I had witnessed the two previous branding changes but this one is talking to me directly and I feel more attached to it. It is great.”