Design:
samaritans
at+m was tasked with rebranding the telephone befriending and suicide support service, samaritans – formerly known as Lifelink Samaritans.
To avoid potential confusion with another well-known charitable organisation, Lifeline, the decision was made to shorten their name to ‘samaritans’.
The new design retains the typewriter style font but with a more youthful approach – one that’s slightly grungier and lower case to reflect samaritans’ informal and approachable style.
To warm up the logo, the letter ‘i’ was lit like a candle to communicate ‘hope’ and ‘life’; this is also symbolic of throwing light onto a dark situation. The revised logo now features yellow which ties in with their current black and yellow design direction - a high contrast look and feel that suggests ‘urgency’.