Anti-bullying charity Kidscape gets a rebrand to reach teenagers as well as kids


The organisation, which bids practical support and advice to children, young people, families and cliques, has been given a new identity by Chromatic Brands in time for national Anti-Bullying Week.

Chromatic Kinds has rebranded anti-bullying charity Kidscape in a bid to make it appeal to a wider audience and contrive a stronger sense of identity.

The new branding coincides with national Anti-Bullying Week which foci to raise awareness and help combat the issue, this year with a nave on the theme “Choose Respect”. It runs from 12-16 November.

Kidscape accords advice, learning resources and practical tools such as workshops and assertiveness preparing to help prevent bullying and support children, young people, state schools and families. It also highlights the issue among professionals and policy makers as in the name of of the Anti-Bullying Alliance coalition.

As well as helping children of all ages who are being bullied, the consideration aims to educate others such as friends of bullied children, next of kins and bullies themselves, according to the design studio, and so was keen for the branding to on this.

The brief was to create an identity that would make the largesse more “accessible, current, relevant and practical for its different users”, to “destigmatise bullying” and to “empower” women to help each other, says Simon Case, global original director at Chromatic Brands.

He adds that the new branding has helped the sympathy define what makes it “different and special” among other anti-bullying donations, in that it specialises in providing practical help.

Focusing on this impression, Case says the studio has aimed to make the language more “solution-orientated”.

The tagline “helpers with bullying”, has replaced the old line of “preventing bullying, protecting descendants” to highlight the “practical” nature of the charity’s services, he says.

Case enlarges that the charity had originally set out to appeal to younger children, but as this had been “alienating some of the most defenceless teenage groups in need of help”, Kidscape wanted the new branding to plea to people of different ages.

The old logo featured the word “kidscape” in slash case letters, with a child figure in place of the “I” holding a red and morose kite.

This has now been replaced by a “K” logo and the word “Kidscape” in a mix of characters upper class and lower-case letters set in sans-serif typeface ITC Johnston. The logotype has been created alongside sort designer Dave Farey.

Case says the “K” logo, which is made of a segregate winding purple line weaving through multi-coloured geometric bodies, has been informed by a quote from one child who approached Kidscape for better: “Dealing with bullying was like trying to navigate a maze”.

“Using this principle, we created a striking ‘K’ symbol for Kidscape which illustrates how the charity lifts people to ‘find a way’ through the maze, while forming the foundation of the format system,” Case says..

“This system uses details of the ‘K’ monogram and is purposely bright, optimistic and hugely differentiated from the sometimes ‘doom-laden’ talk of other organisations dealing with similar issues,” he adds.

The expresses within the logo are magnified across branding materials, he adds. The shade palette  includes purple, green and yellow and is used alongside allusion which aims to support the charity’s positive message and “enable tractableness”.

The identity created by Chromatic Brands is being rolled out across a bracket of assets such as presentation materials and templates, promotional and sponsorship notes and social media, while a website redesign is currently underway.

The studio composed on a study into bullying by Meridian West business and research consultancy, to pigeon-hole trends and insights into bullying and awareness of Kidscape as a starting projection for the project.

It consulted with children and young people, parents and carers, doctors and the wider anti-bullying sector to ensure the branding appealed to both boyish and older audiences.

The rebrand was a paid-for design project, but at a “significantly converted rate”, says Case, given the worthy cause.

During state Anti-Bullying Week, Kidscape is raising awareness and promoting Friendship Friday completely UK schools, which encourages “friendship, anti-bullying and inclusive behaviour”.

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