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A stronger identity can rid these vital services of any stigma and transform them into a powerful and highly visible social movement. says design studio Believe In Food banks sit uncomfortably in our communities. Politicians and the media portray them as a symbol of a broken society. Volunteers are understandably sensitive about protecting the people that they help, and supermarkets relegate tired-looking food collection bins to out-of-the-way corners of their stores. A strong “Foodbank” brand should be a positive sign that as a society we are committed to helping and supporting each other. Over time this could lead to a real shift in behaviour, with people adding a couple of products to their weekly shop as a natural and routine action. The identity is simple, confident and recognisable. It speaks of important, valuable work. The brand asks us to think about what kind of society we want to live in. The icon stands alone, as a pointer and locating symbol. We wanted it to feel like part of society’s common visual language, like a postbox or a road sign, over time becoming both accepted and respected. The core raspberry colour is warm and positive. Crucially it doesn’t conflict with existing recycling facilities or supermarket brands. The supporting graphic illustration reinforces the idea that we’re stronger when we join together. It starts with the triangle (taken from the marque), a symbol of simplicity and strength, and as the number of sides increases by one each time, so the overall impact and area increases massively. Applications include retail premises, community collection points, support vehicles and digital assets. By making the service more confident and visible, with shared access points for volunteers, donors and users, we hope to tackle the stigma sometimes felt by those seeking help. We wanted to help food banks keep communities informed about the things they need, at the point of collection. This should lead to better management of resources for the busy volunteers that staff them. Most importantly, this is a strong movement of which all involved can feel proud. |
Words and images Believe In |
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