FAQs about our new look
The Refugee Council is the nation’s refugee charity. We are changing how we look and sound to reach more people and have greater impact.
Together, with community groups, partners and volunteers, we help people who have escaped war and persecution to rebuild their lives, integrate into communities, and play their part in Britain.
Meaningful involvement of refugees is at the heart of our new identity. A team of refugees shared insights and challenged assumptions. They influenced all decisions, and co-created key brand elements.
Born in the aftermath of World War II, our frontline services support refugees to find safety, get to know their neighbours, and enter education, training or work.
We share our evidence and expertise with policymakers to help build integrated communities where everyone can contribute. We see a Britain where refugees find safety and have a fair chance to rebuild purposeful, happy lives, contributing to our communities.
Why has the Refugee Council decided to change its brand?
The Refugee Council brand has not changed for twenty years. Recent polling showed that less than 2% of people know what we do. We had to make a change.
We see a Britain where refugees find safety and have a fair chance to rebuild purposeful, happy lives, contributing to our communities. We want to meet this goal. To do this, we need a brand that will make people notice us and remember us.
This brand refresh does just that. It will help us reach the people who need our services. It will change how we communicate with both new and current supporters. It will help us reach across divides and achieve our goals.
How have refugees been involved in creating the new brand?
Meaningful involvement of refugees is at the heart of the Refugee Council’s identity.
A team of refugees took part in every step of the new brand. They shared their insights and challenged our assumptions. They influenced all decisions, and co-created key brand elements.
Their wisdom and expertise is behind many of themes of the new brand. The importance of capturing moments of light when everything feels dark. The power of celebrating the contributions that refugees make in our communities.
Has what Refugee Council does changed?
Our mission remains the same. The Refugee Council is still the nation’s refugee charity. Our frontline services continue to support refugees to find safety, get to know their neighbours, and enter education, training or work. We share our evidence and expertise with policymakers to help build integrated communities where everyone can contribute.
To continue our work, we needed to increase our visibility to and build more support.
That’s why we’ve changed how we look and feel. How we write and speak will sound a little different. We’ll be bolder, more distinct and with more personality. The human story will always be at our heart.
Who did you work with for this rebrand?
The new brand identity has been designed by Shape History with meaningful involvement from refugees at every step of the way.
This rebrand is based on evidence and research. We worked closely on insights with More in Common to ensure that we can create a brand that reaches the people we need to and builds trust.
Our new brand is designed to emphasise clearly what we do, and how we do it. This will enable us to reach people we seek to help and build more support for our work.
What are the key design elements of this brand, and why were they important?
The defining attitude is “grit and grace”. We’re light and dark, soft and strong, practical and hopeful.
The importance of capturing moments of light, when everything feels dark was the basis for our visual concept. Illustrations, icons and fonts were designed using lino printing. Where you cut into the relief, the light comes through the dark of the ink.
The icons show who we are and what we do. We are there for people come rain or shine. From the moment they arrive, we are there with hot meals, warm showers. We give practical and emotional support, helping them integrate fully into their local communities.
We want to be photography led, putting the human first. We use a colour palette of navy and cream, warm orange and mustard for warmth and joy, and a light blue to convey calm and support. Put together, the colours are a nod to Britishness. They show that, despite our differences, our communities are what bring us together.
Please donate to help refugees rebuild their lives
Your gift can help refugees live safe and fulfilling lives, integrate into communities and play a part in Britain.
