*BRAND* ‘Supporting rural community-owned businesses’ for Plunkett UK.
A delicate brand adjustment for this national charity which supports people in rural areas to set up and run a wide range of businesses in community ownership.
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Plunkett UK is a national charity which supports people in rural areas to set up and run a wide range of businesses in community ownership. A noble mission that the organisation has been on for over 100 years.
Community ownership is the complete antithesis of the dysfunctional for-profit economic model we seem hell-bent on, despite a constant cycle of boom-and-bust and 99% of the world’s wealth sitting with 1% of the population.
Community-owned businesses are owned and controlled by community members who have an equal say in how the business is run. They range from village shops, pubs and cafes, through to woodlands, fisheries and farms.
The truly startling thing about these businesses is that they very rarely fail. The businesses that Plunkett UK help to incept have a five-year survival rate of 99% and over twenty-year survival rate of 92%.
The centrepiece of the identity system is a new name and logotype. Following a workshopping session, it became apparent that the outgoing name – Plunkett Foundation – sent out the wrong messages. Making the subtle change to Plunkett UK means the organisation isn’t stymied by preconceived ideas around what a ‘foundation’ actually is and does.
The key component of the identity itself is a stylised leaf icon which also doubles up abstracted initial ‘P’ for an additional visual reward. This bold visual signature is a recognisable and ownable signifier for the refreshed organisation.
The wider Plunkett UK brand system gives the organisation a set of easily deployable and usable assets enabling the internal team to bring continuity, clarity and momentum to all communications.
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