As recently featured in Design Week Underscore has rebranded The Money Charity – formerly Credit Action, by introducing a logo ‘template’ that can potentially be adapted by and for each member of their staff.
Following a pitch, we were briefed to create a new visual identity to mark the change in the name of the organisation, which uses a very personal approach to help people stay on top of their finances.
For the identity the ‘money’ element always remains consistent, while the ‘the’ and ‘charity’ are written by the staff member, creating a number of personalised marks as well as one main, italicised logo. The word-mark is written in black and white, and Underscore devised a supporting palette of colours that will denote their different audience groups.
Neil Stanhope, Underscore founder, says, “The Money Charity needed a positive, friendly, helpful face that can really help people get on top of their money. We wanted to turn the negatives of managing your personal money into something that can be positive and helpful.
Because the new identity needed to appeal to a wide-range of audiences, we created a challenging but highly versatile proposition of ‘what would you do if…’, that can be adapted to include any number of different conclusions for the brand as it evolves.”
The new name and identity are due to launch in the next four weeks, and their feature-filled new responsive website to ‘help your world go round’ will also launch in late September.