CALM

CALM is known for its headline-grabbing campaigns, such as Project 84, which saw 84 sculptures line the rooftop of the ITV building on London’s Southbank to represent the number of men who take their own lives each week.

The charity has now launched a new film, Stay, which relays moving anecdotes and experiences of bereaved family members as well as survivors. The film comes as the charity reveals its new branding led by design studio Output, with language developed by Reed Words. Output worked on CALM’s new brand identity for around six months from start to finish, and a new web platform is also in the works.

“The previous brand had great equity and was loved by many, but it was created for print, then applied to digital spaces. Refreshing it gave an opportunity to design the core identity with rigour across all formats: online, offline and beyond,” she says. “It meant we could consider accessibility, particularly around access to the most vital services like the webchat and helpline, alongside expressive communications which would allow more freedom” says Output partner and creative director Johanna Drewe.

The visual identity draws on high intensity palettes featuring flashes of neon, and is capped by a refreshed wordmark. In the new design, the charity’s name is aligned to highlight the CALM acronym, however it retains the speech bubble concept seen in its predecessor.

“The brand has to do so many different things, from support to activism, but it needs to always feel like CALM. We were also conscious that it should feel like a natural evolution – the next iteration of a much-loved brand, rather than something completely new,” Drewe says.CALM branding on postersstudio-output.com; thecalmzone.net

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