The Trussell Trust has changed its name as part of a refresh of its branding, which was created more than 20 years ago.

The foodbank and anti-poverty charity will now by known as Trussell as part of the rebrand, which has been designed with the help of people who use its services.

Ensuring its website and promotional material is available to all service users, especially those with disabilities, has been a major factor in the rebrand.

The charity says that in recent years “it’s becoming increasingly clear that our brand and digital platforms aren’t as accessible as they should be and are limiting people’s ability to get the information and help they need”.

It points out that its previous fonts, colours and digital platforms did not meet modern accessibility standards.

“We know that that 75% of people referred to food banks in our community say they or a member of their household are disabled, and may face additional barriers to accessing information, therefore we need our brand and assets to be as simple and easy to use as possible,” said the charity.

It says that its updated website is now “more accessible and provides a smoother online support journey”.

This includes making it easier to find a local food bank and how to access emergency food.

Another factor in the rebrand has been to reduce costs including font licences.

Raising awareness

A need to boost awareness of the charity has been another.

It said that is research found that “awareness of our work was lagging behind other charities and this made people less likely to engage with us”.

Those surveyed felt while the charity was clear at explaining its work, a third are unaware of its campaigning and research work.

“Our brand identity was created over 20 years ago and we've grown and changed significantly since then,” added the charity, which was created in 1997.

“What worked for us in the early 2000s has been creating barriers today, both for people who need to access vital support, and for people who wanted to understand how they could work with us towards a future free from hunger. We needed to change this.

“Our brand refresh was co-designed with people with lived experience of hardship and food banks working on the frontline, to help ensure it has been built with and for the people Trussell aims to serve.”

---