News / Graphic Design

Connectivity lies at the heart of Spencer Du Bois’ new identity for the Samaritans


Samaritans (via Spencer Du Bois)

Back in 1953, a London-based vicar named Chad Varah founded a charity which would go on to provide emotional support to the distressed, lonely, and suicidal. Today (19 March), the Samaritans has been given a new look, thanks to charity-minded creative agency Spencer Du Bois.

Best known for the 24/7 listening lines it operates – which offer UK residents a chance to air grievances, issues, and problems, in a judgement-free listening environment – Samaritans’ new look hopes to help spread awareness of the other services provided by the charity and its team of volunteers.

Noting that someone ends their life every 90 minutes, Spencer Du Bois hopes the visual overhaul also allows the charity to move beyond being a service accessed at what they describe as a “crisis point” towards a holistic operation that can “help people when they’re struggling to cope, before they reach rock bottom.”

Design Week reports that “the new Samaritans branding is rolling out across all touchpoints, including the website and social media, print and advertising materials, merchandise, staff and volunteer uniform, and signage at events.”

The new identity features a brand new logo, which sees a bespoke logotype (Varah, named after the founder) paired with the charity’s long-used traditional green background. Connection and connectivity are at the heart of the rebrand with the multiple moving parts that make it up resulting in what Spencer describes as, “a flexible, ever-changing kit of parts that engages with every audience.”

The agency says that by “using co-creation and research to understand the needs of their vastly different audiences,” it developed a brand – and a visual identity – which would “drive engagement through the life-affirming power of human connection to bring hope to life.”


Samaritans (via Spencer Du Bois)


Samaritans (via Spencer Du Bois)


Samaritans (via Spencer Du Bois)


Samaritans (via Spencer Du Bois)