About this page

On this page, you will found the most up-to-date information on the brand refresh, including links to any updates, training and assets.

In the meantime, if you have any questions about the refresh please contact [email protected]


About the brand refresh

Our brand is who we are and why we exist. It is how people feel when they think about us.

The foundations of a strong brand are a clear articulation of who we are and what we stand for, collectively. 

We have been working on updating our current brand to make it more relevant and accessible, helping us to maintain and grow our leading market position, and to develop it into a brand that is effective nationally and locally, resonating with our current and future audiences. 

We last updated our brand in 2011 and since then, the society we operate in has changed significantly and so has our work as a federation And like any other part of our infrastructure, it is essential that we invest in our brand to ensure it is fit for purpose. Extensive research underpins this work – with audiences internally and externally. 

The addition of a purpose statement to our strategic foundation helps us to understand the value we, as a federation, create for society. It underpins and inspires the way we present ourselves in images our words – our visual identity and tone of voice.

Our research also told us that we needed to update elements of our visual identity, which is made up of our logo, colours, fonts, photography and illustration. 

Transition period

While you may see some of our communications or activities nationally using the new brand in April, the majority of our work will start to use the new visual identity and tone-of-voice from the beginning of May. Where possible, local Minds should start using the new brand from the beginning of May when developing new materials or communications.

However, we will not be expecting everything to change when the brand launches in Spring 2021. This will be a phased/iterative approach and we will be providing training, resources and guidance to guide colleagues across the federation through the process. The period of transition will be reflective of the current circumstances and we will work with you to make this as seamless as possible.


We will be running training sessions in late March and April. We will be developing new assets and materials to share with you in the months following these sessions. If you are working on any large projects before March, such as the development of your website, please contact [email protected].

Read the frequently asked questions about the brand refresh project.


You can sign up to one of the training sessions here. As we have a limited number of spaces in these initial sessions, we are encouraging those who have a communications or marketing remit within their role to sign up first. This could also be someone who looks after fundraising or digital communications.

Where to find the new guidelines and assets

You can now access all of the new brand assets, templates and the new Mind Brand Guide on the brand resource room.

Previous updates on the brand refresh: 

25th Nov We've launched our new strategy and common purpose
17th Dec Brand refresh: frequently asked questions
28th Jan Developing our brand: help us with new illustrations
10th Feb Tell us what you’re using to create branded materials
15th Feb Developing our brand: Vote for the most useful illustrations - vote now closed
3rd March Introducing our new visual identity
31st March Your new brand guidelines and assets are here
9th Apri Our new brand in action: local Mind examples


Useful resources:

14th Dec Brand refresh: research summary
16th Dec Day two at Network Leaders Conference: Brand and Strategy launch starts at 49:28