Anti-poverty charity the Trussell Trust has shortened its name as part of a major rebrand designed to “remove barriers” for those using the charity’s services.
The charity, which operates more than 1,400 food banks around the UK, has changed its name to Trussell and updated its logo alongside a new strapline – “ending hunger together”.
It has updated its website to provide a “smoother” online support journey for those who need to access Trussell’s services quickly.
Trussell said the rebrand cost 0.14% of its annual income, which was £58m overall in the year to March 2023, and was covered by funding from the charity’s long-term partners.
The charity said it kept costs down by working with agency partners who specialised in organisations working for social good and offered discounted charity rates, and by phasing the roll-out of the rebrand across the network over several years.
Trussell worked with OPX Studio on the rebrand, which also included updated fonts, colours and visuals.
‘Our refreshed brand helps us to be clearer’
The rebranding has been launched amid record demand for the charity’s services.
Between April 2023 and March 2024, Trussell provided more than 3.1 million emergency food parcels, the most ever recorded in a single year, and almost double the number distributed five years ago.
Meanwhile, research published by the charity last year found that while 14% of adults in the UK had experienced hunger, only 7% had accessed charitable food support.
According to Trussell, this indicates that there are people needing the charity’s help that may not be receiving it.
Emma Revie, chief executive of Trussell, said: “Barriers such as disability, limited internet access and isolation all make it more difficult for someone experiencing hunger to seek support.
“We have worked closely with food banks and people with lived experience of hardship to create a brand that makes it as easy as possible for people to get the help they need by improving accessibility.
“Our refreshed brand helps us to be clearer about the solutions that will ensure that no one needs a food bank to survive and galvanises people to play their part towards our mission to end hunger.
“Whether we’re policymakers, faith leaders or volunteers, we all have a part to play in creating a more just future. And by working together, we will reach our vision much sooner.”
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