Lucie gives her expert opinion to Third Sector

Third sector reviewed the recent rebrand of the Bank Workers Benevolent Fund to the Bank Workers Charity and asked Lucie Raufast to give her expert view on the new logo and identity...

"Rebranding a charity aimed at helping bankers is a pretty tough challenge in this current economic climate. Going from Bankers Benevolent Fund to Bank Workers Charity is definitely a good start. It does what it says on the tin and, for a small charity's name, this is vital.

The new identity is much more modern and makes them look reliable and friendly. But the logo is questionable. The straightforward new name was screaming for a simple answer and the BWC symbol certainly isn't that. The elongated middle character looks like a lot of things but unfortunately none of them is a 'w'.

I even wonder if adding the BWC symbol to the logo is necessary at all. If a rebrand helps clarify an organisation's purpose and direction, surely its new identity should reflect a new-found confidence?"

SCORE
Creativity: 3
Delivery: 1
4 out of 10

http://www.thirdsector.co.uk