Include a Charity, a movement of 70+ charities that encourages Australians to consider and leave charitable gifts in their Wills to their favourite causes, has undertaken a creative refresh of its 12-year old brand and launched a new brand identity and logo.
Working with creative agency Marlin Communications, Include a Charity undertook the brand refresh to change the way Australians think about Will-making, so they see it as an opportunity to share their wishes for the world, and to make their mark by leaving a charitable gift.
“Include a Charity is about putting the power to change the world into the hands of the community. The new brand identity captures our mission, marks a significant milestone in the movement’s 12-year journey and where Include a Charity wants to go in future,” said Helen Merrick, Include a Charity director.
The new logo design reveals the brand essence of leaving a unique mark on the world. It visualises a fingerprint combined with a heart to symbolise the unique difference one can make and incorporates the tagline: “Make your Mark.”
“The new logomark and tagline reflect a shift in the brand strategy for this important charitable movement. It will help ensure that messages aimed at showing that all Australians can make their mark on the world are received, thanks to improved relevance and greater clarity,” said Dan Geaves, a partner at Marlin Communications.
Designed to work across both digital and physical channels, the fresh emerald green and navy blue logo evokes a feeling of inspiration, generosity, and the warmth people feel about their favourite causes. It will be used in all communications for this year’s Include a Charity Week campaign.
During Include a Charity Week (7-13 September), held since 2010, the group organises a public awareness campaign to communicate to Australians how gifts in Wills can support charities to do more great work to help their beneficiaries.
Recent research conducted by Include a Charity found that the number of Australians leaving charitable gifts rose from 7.4 per cent in 2016 to 11 per cent in 2019. Still, Merrick believes that number could go higher if more Australians knew about the opportunity to leave gifts in Wills.
“The new eye-catching logo will be a conversation-starter. We want to break down some myths along the way like Australians need to know that you don’t have to be wealthy to leave a gift in your Will to charity. Any gift can be transformative to a charity,” she said.