Join the fight for Mental Health

Context: Mind is the leading mental health charity in the UK, raising awareness and eradicating Mental Health (MH) 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 where help is needed by every community - a new digital first identity that leaves no person behind. New wellness apps are owning the narrative but lack the authority and depth of services of Mind.

Brief: Mind needed a bold brand that would re-energise its staff under a new brand purpose. A clear inclusive story that engages everyone from vulnerable communities to policy makers. A design that feels personal and shows Mind’s fighting spirit. A design that is fit for screen and accessible for all audiences (incl visually impaired)

Solution: Redrawn logo that is bolder, simpler and can be used in small spaces. Accessible font designed for the visually impaired. Vibrant & accessible colour palette reflective of Mind’s new fighting spirit. A set of 'squiggly' elements that tie the brand together: Super squiggles & squiggly punctuation capture stories in a personal way. Squiggly hand-drawn illustrations donated by people from around the world.