Mind scraps dove in £150k image change

Mental health charity Mind has spent £150,000 of charitable
funds on a rebrand in which a new logo replaces its traditional
dove.

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 offices in London and Cardiff.

About £50,000 was spent on a consultation with the rest going
on design and production.

The charity said the decision to update its corporate identity was
made two years ago. It said that its previous brand was being
applied inconsistently, and that different sub-brands were being
used, confusing 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
emphasised 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.