The Circle’s rebrand

The branding marks a clarified mission statement from The Circle, and a new strapline: ‘global feminism in solidarity and action’. UnitedUs has designed a new logo, colour palette and series of circular motifs, as well as a typographic framework that lends the organisation a more prominent, activist tone of voice.

Annie Lennox set the NGO up in 2008, with the aim of supporting women and girls around the world by bringing together a network of women who can campaign for equality.



With the appointment of new chief executive Raakhi Shah, the organisation decided to focus its mission statement around economic empowerment of women, and ending violence against them. The language The Circle was using to talk about itself had been developed “piecemeal over the years” says Natalie Burns, partner and strategy director at UnitedUs, and needed to offer a clear direction for its network of supporting women.


UnitedUs looked at protest placards for inspiration, to understand how to bring “that sentiment of solidarity and strength in a way that feels empowering and is not an anarchist movement”, says UnitedUs creative director and founder Luke Taylor.

The ‘amplified’ typography comes with clear brand guidelines, so The Circle can continue to recreate it without an in-house team. And the “culturally agnostic” circle motif is used as a framing device for photography, in combination with other symbols.

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