New look for Mind costs £150,000

Mental health charity Mind has spent £150,000 of charitable
funds on a rebrand that sees a new logo (pictured right) replacing
its traditional dove image, writes Katie
Leason.

The new brand is to be applied across the Mind network, which
includes 210 local Mind associations, 110 shops, and 120 staff,  as
well as the national offices in London and Cardiff.

Around £50,000 was spent on a consultation process while
£100,000 went on design and production costs.

The charity said the decision to update its corporate identity
was made two years ago following a strategic review. It said that
its previous brand was being applied inconsistently, and that
different sub-brands were being used, resulting in confusion for
the public, donors, and staff.

The charity said the new single brand was intended to
“strengthen the impact of the Mind name and corporate
reputation”, but stressed that the work of the organisation
would not be changing.

In November 2001, Community Care reported that the General
Social Care Council had spent £16,000 on its logo and the
National Care Standards Commission had spent £12,290. The
Social Care Institute for Excellence, by comparison, spent
£376 on a logo designed in-house.