The £80k Trussell Trust Rebrand
The charity behind 1,400 of the UK’s Foodbanks has rebranded, and spent a reasonable amount of money on the project. But why?
Removing Barriers
Trussell is the new, shortened name of the anti-poverty charity Trussell Trust. They operate thousands of foodbanks around the country.
Foodbanks have been in the news a lot in recent years due to the cost of living crisis and other factors increasing the demand for their services.
It’s this surge in people accessing Foodbanks that sparked the desire for change at the charity. Not a change of mission or direction, but an overhul of the visual brand to make their work easier to understand and to engage with.
But the big question is: why should a charity committed to helping end hunger spend money to make changes to their logo, fonts and website?
As it happens, there are lots of good reasons.
In their own words, the major rebrand was a project designed to “remove barriers” for those using the charity’s services.
There’s a new strapline (“ending hunger together”) along with an updated logo, visual identity and website design - and we’re loving all of it!
Interestingly, Trussell reported that the rebrand cost 0.14% of its annual income (£58m overall in the year to March 2023, which would equate to approximately £80k), and was covered by funding from the charity’s long-term partners.
A significant investment
Eighty thousand pounds can sound like a lot depending on your context. But the truth is that for an organisation of the size and significance of Trussell, a process like this could (and often would) have costed much more.
(They were able to minimise the project costs by working with agencies who could combine charity rates with a track record of working with organisations committed to positive. Furthermore, they made this a sustainable project by phasing the roll-out of the rebrand across the charity over several years. Nice.)
The rebranding has been launched amid record demand for the charity’s services…
For reference, between April 2023 and March 2024, Trussell provided more than 3 million emergency food parcels (that’s the most ever recorded in a single year and nearly double the number from just five years ago).
Interestingly, research published by the charity last year found that only half of the adults in the UK who had experienced hunger ended up accessing charitable food support.
Trussell were worried that this could be an indication of people not getting the help they needed.
Emma Revie, chief executive of Trussell, said:
“Barriers such as disability, limited internet access and isolation all make it more difficult for someone experiencing hunger to seek support.
“We have worked closely with food banks and people with lived experience of hardship to create a brand that makes it as easy as possible for people to get the help they need by improving accessibility.
“Our refreshed brand helps us to be clearer about the solutions that will ensure that no one needs a food bank to survive and galvanises people to play their part towards our mission to end hunger.
“Whether we’re policymakers, faith leaders or volunteers, we all have a part to play in creating a more just future. And by working together, we will reach our vision much sooner.”
The Trussell Trust’s recent rebrand offers a wealth of insights for charities, especially on how a refreshed visual identity can enhance both clarity and engagement.
Their new look is sleek and modern, but it also raises questions about the role of meaning in a logo.
Here are key takeaways for charities of all sizes, from the importance of collaboration to the balance between functionality and symbolism.
Investing in brand as a long-term asset
A strong brand is a vital, long-term asset. For Trussell, the new brand comes with an updated colour scheme, visual identity, and website—all designed to simplify the user experience and make their mission clearer, not just to look pretty.
Though charities may hesitate to spend on branding, treating it as an investment can pay dividends over time.
By setting aside a small percentage of annual income specifically for branding and marketing, it’s possible to develop a consistent, recognisable identity that grows alongside the organisation.
However, many charities still worry about the cost of rebranding.
Trussell took a practical approach, budgeting as a percentage of income rather than a fixed expense, showing that even a modest portion of funds can lead to a substantial brand overhaul.
This practice not only sets a clear financial guideline but also shows that brand investments are planned, manageable, and sustainable.
Logos: Simple or Symbolic?
The new Trussell Trust logo is a significant departure from the past—a modern, minimalist design with no obvious symbolism.
This is a bold step that prioritises simplicity, functionality, and accessibility over intricate symbolism, allowing the logo to be easily recognisable and adaptable across platforms - especially digital.
Charities often fall into the trap of building logos which are complex and packed full of multiple meanings.
But we recommend charities should, rather than cramming layers of meaning into a logo, focus on a design that can be instantly recognisable, and we’re thrilled that Trussell have prioritised the design over the story telling.
For charities, simplicity can be powerful, as it reduces cognitive load and enhances audience recall.
However, we’d always say that, where possible, a logo should always have an element of personality or relevance to the brand.
For us, it’s a shame that the ultra-simple logo for Trussell couldn’t have been adjusted to represent hands, tea cup handles, the letter ‘T’ or something which acted as a nod to their amazing work.
What do you think? Can a logo be totally devoid of meaning, or is it a missed opportunity?
Collaboration and stakeholder engagement matter
A key strength of the Trussell rebrand was involving stakeholders, including people with lived experience, to ensure the brand reflects those it serves.
By prioritising accessibility and inclusiveness, the Trust showed that a brand is strongest when its message resonates authentically with its community.
We recommend involving diverse voices from within the organisation and your wider audience in the rebranding process. This will ensure that the final brand represents its people well and builds credibility with all key stakeholders.
Final Thoughts: Finding the Balance in Charity Branding
Trussell’s rebrand is a really interesting example of balancing functionality with the simplicity charities need in today’s digital landscape.
While the logo could have had a more personal touch, we’re thrilled that this charity has lead by example by investing in a brand which is memorable, accessible, digitally versatile and (most importantly) designed to increase their impact.
Charities can learn from Trussell’s approach, but they should carefully consider how to reflect their unique values and mission within a modern, functional brand identity.
Branding is a powerful tool that, when used well, can support your charity’s message and mission.
Interested in a rebrand for your charity? You can find out more about our brand identity packages online, or get in touch to see if we can help.
Make sure you do it right by starting with brand strategy, and updating your digital assets afterwards (like your website), too.
