London and Ghana headquartered education charity AfriKids has refreshed its brand to “truly represent locally-led development and the vibrancy of Africa”, where it works.

The rebrand has been launched as the charity enters its third decade of supporting education of children in Ghana.

It aims to “pay homage to AfriKids' past while embracing its future and plans to take community-powered change to scale”.

“The new brand is rooted in the heritage, culture and vibrancy of AfriKids’ home in northern Ghana - from the shapes inspired by traditional art, colours from the local landscapes, and the use of circles, representing the power of communities coming together for children, like the women’s groups AfriKids supports who meet and dance in circles,” it adds.

The charity focuses on promoting the importance of education among communities “to drive sufficient and sustainable solutions themselves”.

AfriKids chief executive Charlie Hay says that its work in Ghana is “entirely designed and delivered by local people”.

She said: “It was so important to us that our rebrand embodied everything that is special about AfriKids; that we are deeply rooted in the communities we serve, that our work is completely locally led, and that it authentically reflects the energy, fun and positivity that we try to bring to our work every day.”

AfriKids Ghana country director David Pwalua added: “There is the need for us in this generation to shift the power.

"This new brand resonates perfectly with our vision that makes local communities and project participants the focus of our work, for them to become active players in determining their future."

Two years ago international aid body Bond published guidance urging charities to “decolonise” their local operations.

Bond said the move would help tackle ideologies of “superiority and privilege of Western thought and approaches”.

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