DesignStudio rebrands mental health charity Mind

International creative agency DesignStudio has refreshed the brand identity for mental health charity Mind, reaffirming their commitment to fight for mental health and broaden their appeal to a more diverse audience.

In the last decades since Mind last updated its brand, the attitude around mental health has changed. Mind sought to recapture its fighting spirit, updating the brand with a contemporary tone and identity to match.

“There have been some hugely positive shifts in attitudes towards those of us with mental health problems, as well as increasing challenges, as more people come forward for support with their mental health, placing greater strain on services. We needed to make sure these changes were reflected in both our visual identity, as well as our values and ambitions. That’s why we are also launching a new purpose: We’re here to fight for mental health, for support, for respect, for you,” says Paul Farmer, chief executive of Mind.

The new brand purpose statement which aims to be powerful and actionable, e uniting the organization internally, externally while helping to broaden Mind’s reach. The logo was simplified and the tagline was removed so it works for smaller sizes.

To make the brand more inclusive, the team at DesignStudio collaborated with Monotype to develop Mind Meridian, a new, more open typeface with an accessible font designed to be legible for those with visual impairments. The new vibrant colour palette seeks to reflect Mind’s new attitude.

“In the midst of an unprecedented mental health crisis we helped mind reignite their collective fighting spirit and gave them the tools to take action. The outcome is more inclusive, unified and active organization with a refreshed identity and a clear purpose at its heart," says Alex Johns, creative director at DesignStudio.

A set of hand-drawn illustrations, donated by DesignStudio employees, capture the variety in experiences around mental health in a personal way, aiming to make the brand more relatable. This is further emphasised with the use of real people photography, which features different people from all walks of life living real moments.