The spirit is renamed to mirror its “preventing spirit”.
It's been ten years since Mind last updated its branding, and during that time the mental health crisis has grown more pressing – only exacerbated by the events of last year.
"There have been some extremely positive changes in attitudes towards people with mental health problems, as well as increasing challenges as more people become more mentally involved and put more stress on the services," said Paul, CEO of Farmer charity. "We had to make sure these changes were reflected in our visual identity as well as in our values and ambitions."
According to DesignStudio, it was time the company regained its “fighting spirit” with an updated branding to expand Mind's reach. The organization, founded in 1946, supports people with mental health problems as well as raising awareness and lobbying for change. DesignStudio's new palette revolves around a lighter version of Minds Blue used alongside pastel pinks, mint greens and bright corals.
The recognizable curl is still there, but the wordmark has been simplified – presumably to improve its appearance online and on social media. A new typeface created in collaboration with Monotype aims to make “the brand more inclusive” and also more accessible.
"We wanted to build on existing elements, but expand Mind's appeal to today's diverse audiences," said Vinay Mistry, Creative Director of DesignStudio. "After extensive research with employees, volunteers and people with many years of experience, we have given the visual toolkit a new way of thinking."
Perhaps the most charming piece of freshening up is the no-frills punctuation that DesignStudio introduced – inspired by Mind's existing icon and created with hand-drawn illustrations created by the studio team. Farmer describes the update as "more modern, more diverse, more accessible and more readable". All of these are essential for the company to continue to connect with and help people across the UK.
Design studio