Our refreshed brand

We're working to create a future where no one needs a food bank to survive, and we're determined to make this a reality - but our brand hasn't always helped us make that clear. 

Why we have updated our brand

Our brand identity was created over 20 years ago and we've grown and changed significantly since then. 

What worked for us in the early 2000s has been creating barriers today, both for people who need to access vital support, and for people who wanted to understand how they could work with us towards a future free from hunger. We needed to change this. 

Our brand refresh was co-designed with people with lived experience of hardship and food banks working on the frontline, to help ensure it has been built with and for the people Trussell aims to serve. 

Becoming more accessible 

Our community of food banks has supported record numbers of people in recent years, but we know there are many more people who need our support but are unable to access it. 

Our landmark research Hunger in the UK found that while 14% of adults in the UK had experienced hunger, only 7% had accessed charitable food support, indicating that there are large numbers of people who are not receiving the support they might need.  

In recent years, it’s become increasingly clear that our brand and digital platforms aren’t as accessible as they should be and are limiting people’s ability to get the information and help they need. Often people experiencing hardship face significant barriers in their day to day lives – and accessing our support should not be one of them.  

Many of our brand assets like our fonts, colours and digital platforms didn’t meet today’s accessibility standards. We had no option but to update our brand identity to help reduce barriers for people needing our support and, with the support of a long-standing funding partner, now was the right time to do it. 

We know that that 75% of people referred to food banks in our community say they or a member of their household are disabled, and may face additional barriers to accessing information, therefore we need our brand and assets to be as simple and easy to use as possible. Trussell’s updated website is more accessible and provides a smoother online support journey that makes it easier to find a local food bank and understand how to access emergency food. Alongside updates to our name and logo, Trussell has our updated its fonts, colours and visuals so they are clearer and more accessible. 

Not only that, but this brand refresh has reduced additional costs for our community of 1,400 food banks such as font licenses and helped remove complicated workarounds to challenges posed with the previous visual identity. 

Boosting awareness 

Research also found that awareness of our work was lagging behind other charities and this made people less likely to engage with us, keeping us further from our mission of ending the need for food banks for good.  

Less than half the public felt we were clear in explaining what we do, and only a third were aware of our campaigning and research work.  

Our vision is ambitious and it requires us all to play our part. Our refreshed brand helps to do this with three quarters of respondents saying they are more likely to support us following the updates.   

Testing also found the public’s understanding of the changes needed to end the need for food banks increased with the refreshed brand, which will help us reach our vision sooner.

Ending hunger together 

Our new strapline, Ending hunger together, emphasises this shared ambition.  

Everyone has a part to play in ending the need for food banks. Civil society, employers, businesses, and all levels of government need to act together with people who've needed a food bank, individuals and communities to drive this change. 

Whether it be through campaigning, volunteering, donating or using your voice to challenge the stigma, we all have a role to play in building a future where no one needs to turn to a food bank to get by. 

Our refreshed brand highlights that by working together, we can make our vision a reality. 

We don’t want to be here. It is Trussell’s aim to no longer exist because everyone has enough income to afford the essentials and no one has to turn to emergency food to get by. Until then, we will continue to do all we can to reach people needing our support – and our refreshed brand is key to achieving that.