SSAFA Press Release

Apr 17, 2013 by

SSAFA Press Release

SSAFA’s new brand puts family first

Armed Forces charity updates image to reach the Forces and their families.

On 10th April 2013, military charity SSAFA Forces Help changes its name to SSAFA as part of a rebrand aimed at improving awareness of the charity amongst members of the Forces community.

The rebrand is the culmination of two year’s work designed to help SSAFA’s staff and volunteers reach more clients by describing the charity, and the support it provides, in a more clear and consistent way.

SSAFA’s long history of supporting the Forces and their families has made it Britain’s most trusted charity[1]. But a full brand audit found that many people thought that the charity needed to modernise its identity to better reach its key audiences. In addition to current members of the Forces, the charity is increasingly helping younger veterans, many of whom are in their 20s and 30s[2].

Families have always been at the heart of what SSAFA does and they have been put at the centre of the new brand. A new descriptive strapline reiterates the charity’s commitment to families as well as those who serve. The change of name is supported by a modern new logo with a three colour underline to represent the charity’s lifelong support to the Navy, Army and RAF.

Updating the charity’s image follows a long period of consultation with volunteers and staff as well as members of the military community.

SSAFA’s Director of Communications and Marketing, Athol Hendry, said:

“This work has been driven by the need to make sure that members of our Forces, past and present, know that SSAFA is here for them and their families, for life. Our new brand doesn’t change the great work that SSAFA does, but I hope it will help us to tell our story more clearly than before.”

Chief Executive, Air Vice-Marshal David Murray CVO, OBE said:

“SSAFA has provided more than 125 years of continued support to our Forces and their families. But the work we do now is more important than it ever has been. It’s really important that members of our Forces and their families know that SSAFA is here for them for life.”

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