Anti bullying brand redesign
Chromatic Brands has changed the name of Kidscape, an anti-bullying organization, with the aim of making it attractive to a wider audience and creating a stronger sense of identity.
The new brand coincides with the National Week Against Bullying, which aims to raise awareness and help combat the problem, this year with a focus on the theme “Choose respect”. It runs from November 12 to 16.
Kidscape offers tips, learning resources, and practical tools, such as workshops and assertiveness training to help prevent bullying and support children, youth, schools, and families. It also highlights the problem between professionals and policy makers as part of the Anti-Bullying Alliance coalition.
A design thought for Children and anti bullying
In addition to helping children of all ages who are bullied, the charity aims to educate others, such as friends of bullied children, families and bullies, according to the design studio, and so he was very interested in the brand reflect it.
The goal was to create an identity that would make the charity more “accessible, current, relevant and practical for its different users”, to “dismiss bullying” and to “empower” children to help each other, says Simon Case, global creative director. in chromatic marks.
He adds that the new brand has helped the charity define what makes it “different and special” among other anti-bullying charities, in the sense that it specializes in providing practical help.
Focusing on this idea, Case says the study has aimed to make the language more “solution-oriented.”
The motto “helps with bullying”
It has replaced the old line of “prevent bullying, protect children” to highlight the “practical” nature of the charity’s services, he says.
Case adds that the charitable organization had originally set out to appeal to younger children, but since this had been “alienating some of the most vulnerable groups of teens who needed help,” Kidscape wanted the new brand to reach out to people of different ages. .
The old logo featured the word “kidscape” in lowercase letters, with a child figure in place of the “I” holding a red and blue kite.
It has now been replaced by a “K” logo and the word “Kidscape” in a combination of uppercase and lowercase letters placed in the ITC Johnston sans-serif typeface. The logo has been created in conjunction with type designer Dave Farey.
Case says the “K” logo, which is made of a single purple line that snakes through multi-colored geometric shapes, has been reported by a quote from a child who approached Kidscape for help. : “Dealing with bullying was like trying to navigate a maze.”
“Using this idea, we created an amazing ‘K’ symbol for Kidscape that illustrates how the charity helps people ‘find a way’ through the maze, while forming the foundation of the design system,” says Case.
Symbol “K” at the top
“This system uses details of the ‘K’ symbol and is deliberately bright, upbeat, and vastly differentiated from the sometimes ‘grief-laden’ popular language of other organizations dealing with similar issues,” he adds.
The shapes within the logo are magnified through branding materials, he adds. The color palette includes purple, green, and yellow and is used in conjunction with images that are intended to support the organization’s positive message and “enable flexibility.”
The identity created by Chromatic Brands is being extended through a range of assets such as presentation materials and templates, promotional and sponsorship materials and social media, while a website is currently being redesigned.
The study was based on a study on bullying by Meridian West, a business and research consultancy, to identify trends and insights into bullying and awareness of Kidscape as a starting point for the project.
He consulted with children and youth, parents and caregivers, teachers, and the broader anti-bullying industry to ensure that the brand was attractive to both younger and older audiences.
The rebrand was a paid design project, but at a “significantly reduced rate,” says Case, given good cause.
During National Anti-Bullying Week, Kidscape is raising awareness and promoting Friendship Friday in UK schools, encouraging ‘friendship, bullying and inclusive behavior’.
