Family and Childcare Trust: A new symbol for family

FCT_webpage_greyThe Family and Childcare Trust is a charity focused on making the UK a better place for families. Following a merger, it needed a new visual identity to improve awareness and recognition of the organisation in a crowded sector. Emily Penny and Phillip Southgate worked with the senior management team to develop a brand that would be pioneering, dynamic and intelligent.

We created a vibrant and engaging ‘pinwheel’ symbol for the charity, selected as a positive symbol of childhood. The visual language was devised to work for both policy and community-focused communications. We also helped introduce a more persuasive message platform and an approach for sub-branding, changing the ‘Family Friendly’ name to ‘Family Friendly UK’.


“The Colourful team worked their socks off to get things delivered to a tight deadline. We were all impressed by the results and the creative insight that came with it.” Peter Grigg, Head of Policy at the Family and Childcare Trust

Creative lead: Phillip Southgate