The Albert Kennedy Trust has changed its name and undergone a full rebrand which aims to give it a “young, loud and proud” feel.
The charity, which supports LGBTQ+ people at risk of homelessness, has changed its name to akt, created a new logo and launched new merchandise. It has applied the new branding across its website and social media.
A spokesperson from the charity said that the charity rebrands every ten years to keep it up to date. This rebrand coincides with the 30th anniversary of the charity, and is the third time the charity has revamped.
Among the changes are a new logo, which is a flag with multi-coloured dots inspired by the LGBTQ+ rainbow flag. The spokesperson said the design was influenced by soliciting the opinions of young people in the LGBTQ+ community.
They added that they hoped the logo would “provoke conversation”.
The charity chose the name akt because it had naturally become a moniker for the charity, according to the spokesperson. They added that the charity also wanted to move the brand association away from Albert Kennedy, whose story inspired the inception of akt.
akt has an annual income of around £1m.
The charity has also chosen to shift its communication strategy, using more positive language in its campaigning and storytelling, with a focus on solutions that they believe the charity can provide, rather than problems in the LGBTQ+ community.
The website, which was developed at Raising IT, has also been updated.
Tim Sigsworth, chief executive at the charity said: “Young people often talk about akt as providing more than just a roof over their heads, describing us as courageous, caring, inclusive and accepting - like a family. We wanted the new brand and the way we talk about our history and our work to reflect that.”
The spokesperson added: “Overall, we want who we are and what we do to be represented by a newly refreshed young, loud and proud brand.”
The brand was designed by agency Derek&Erik, with additional support from brand strategist Deborah Taffler and law firm Baker & McKenzie. These teams all worked pro-bono for the charity.