Mind has touched millions of lives, raising awareness and eradicating Mental Health stigma. In the 10 years since Mind last updated their brand, the attitude and conversation around mental health has changed. Today we face an unprecedented mental health crisis made even more acute by the pandemic.
As fellow Mental Health advocates, DesignStudio came onboard to develop the Meaningful Difference for Mind in 2021 and beyond - helping Mind recapture their fighting spirit and updating their brand with a contemporary tone and identity to match.
Working on a semi-pro-bono basis, DesignStudio reimagined the already ambitious brand strategy; creating a new brand purpose statement which is simple, powerful and actionable. It unites the organisation internally, externally and helps to broaden Mind’s reach.
Alex Johns, ECD, DesignStudio
"In the midst of an unprecedented Mental Health crisis, we helped Mind re-ignite their collective fighting spirit and gave them the tools to take action."
To make the brand more inclusive, we created an accessible typeface and evolved the brand look and feel by adding a broader, vibrant colour palette reflective of Mind’s new attitude.
Inspired by the original hand drawn symbol we've created a set of 'squiggly' elements, including hand-drawn illustrations (donated by DesignStudio employees) super squiggles and squiggly punctuation - allowing Mind to capture varied stories in a personal way.
Vinay Mistry, CD, DesignStudio
"We wanted to build on existing elements but broaden Mind's appeal for today's diverse audience. After extensive research with employees, volunteers and people with lived experience, we brought fresh thinking to the visual toolkit.
Each element has been designed to be more contemporary, unique and accessible, helping Mind express their authentic personality.”
With the conversation around Mental Health continuing to grow and evolve, we have given Mind all of the tools to shape the narrative and deliver action.
The brand purpose statement future-proofs Mind to be a proactive change maker. From supporting local Mind’s, to leading national movements.
They’re here to fight for Mental Health, for support, for respect, for you.
Paul Farmer, CEO, Mind
“We’re thrilled to have worked with Design Studio whose expertise has helped us bring to life our brand refresh. We wanted to retain certain elements including the iconic Mind ‘squiggle’ which was found to be much loved by our supporters. But our refreshed logo, fonts and illustrations are designed to be more modern, diverse, accessible and legible. In turn helping us to become more engaging and recognisable and reach new audiences so we can collectively fight for better Mental Health.
The refreshed brand comes after extensive research with a range of people with lived experience of Mental Health problems, staff and volunteers at national Mind and our local Minds across England and Wales."
Paul Farmer, CEO, Mind
“We last updated our brand back in 2011. In the last decade, the landscape surrounding Mental Health has changed immensely. 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.”
We couldn't have done this without our awesome partners. Thank you Paul, Annabel, Mark, Jacob, Toril, Rachel, Dan and the whole team at Mind - and a special thanks to Phil, Alexandra and Alissa from Monotype.