More than just a makeover

If you’re a visual person, you might have noticed that Pilgrims’ Friend Society is beginning to look a little different. That’s because we’ve had a rebrand!

With so much going on within the organisation as we grow and invest in our care homes, our housing, and buildings, we wanted to make sure that our branding was playing a key role in catching the eye and communicating a bit about our work and our vision.

You might notice that our logo has been updated – we’ve kept our name because it’s a crucial part of who we are, but we’ve added a cross and roof element so that it’s a bit clearer that we’re a Christian organisation and that we do something around housing. For people who are new to us, we want that essence of our work to be immediately recognisable.

And if you’re into fonts, you’ll notice that we have a new serif font for our headlines – DM Serif – and a sans serif font for almost everything else – Plus Jakarta Sans. Occasionally you’ll notice a cursive font called Corinthia which complements our other fonts. We’ve ensured that all these type faces are readable and that they reflect both the tradition of our past with the clarity of our present.

Having said all that, one thing that we’ve kept at the heart of this re-brand is that Pilgrims’ Friend Society is far more than a new set of colours or fonts or a logo. This is branding but our brand is deeply established in our care homes and housing – rooted in our Christian faith, our values of compassion, community, transparency and excellence are what shape our culture and the way we do things at Pilgrims’ Friend Society. Our brand is an expression of our culture to those outside our work – those who keep up with our work from a bit of a distance. And our branding is what represents our brand, culture, and values.

So, don’t worry too much about logos, colour palettes, or fonts. What we really want you to remember about this rebrand is that it’s more than a makeover – it represents the very heart of how we serve the wonderful older people in our homes and housing.