Renewal of the Refugee Council’s Brand Identity
The Refugee Council has been supporting refugees in Britain since the Second World War, but many people were unaware they were a charity. A new rebrand crafted by Shape History, the Refugee Council, and refugees aims to change that, elevating the brand to help it reach more people and highlight refugee voices.
A Brand for All
The brand needed to be welcoming to both the general public and refugees, and needed to tread carefully so as not to fuel the flames of what has become a polarizing topic. The aim was to bring refugees’ role in the fabric of British society to the forefront.
Co-Creation
The Refugee Council spoke to refugees and Britons, who co-created the brand together using a process involving research and feedback. This approach allows the brand to be personable and textured, reflecting the unique experiences of refugees.
The Visual Language
The brand’s visual language references British values and heritage and centers around the idea of ‘grit and grace’ – two elements that are present within many refugees’ stories. Grit and Grace is also the name of the custom typeface.
Lino Cutting
The brand also centralizes lino cutting, a tricky process that embraces imperfection – another nod to many refugees’ journeys. Both the logo and the typeface were created in this way, ensuring the brand feels personable as well as textured.
Illustrations
Refugees also created linocuts representing their experiences, and these illustrations are used throughout the brand to great effect. These illustrations are a testament to the resilience and creativity of refugees, and help to humanize the brand.
A Homely and Welcoming Feel
The brand manages to feel British without being too overtly covered in Union Jacks or obvious references. Instead, it nods to British idioms (e.g, keep your chin up), the weather, and the feeling of what it’s like to be in Britain. Refugees were asked what says Britain to them, and these representations of cups of tea, dogs, and umbrellas have made it into the brand’s illustrations, giving the identity a homely and welcoming feel.
Conclusion
Creating a brand that celebrates refugees and attracts non-refugees is no mean feat, and I think Shape History has done a stellar job at bringing the research and feedback they got to life. The use of lino cut gives the whole identity a handmade and personal feel, creating warmth towards the charity. It feels like this identity will help the Refugee Council achieve their goals, and will help them attract more funding in future.
Frequently Asked Questions
Q: What is the Refugee Council?
A: The Refugee Council is a charity that has been supporting refugees in Britain since the Second World War.
Q: What is the purpose of the new brand identity?
A: The new brand identity aims to elevate the Refugee Council’s brand to help it reach more people and highlight refugee voices.
Q: How was the brand identity created?
A: The brand identity was co-created by the Refugee Council, refugees, and Shape History using a process involving research and feedback.
Q: What is the visual language of the brand?
A: The brand’s visual language references British values and heritage and centers around the idea of ‘grit and grace’ – two elements that are present within many refugees’ stories.
