New Logo and Identity for Action for Children by Johnson Banks

Established in 1869, Action for Children is one of the largest charities in the UK, helping disadvantaged children and young people. With nearly 7,000 staff and volunteers, Action for Children manages over 600 services — including fostering and adoption, intervening to stop neglect and abuse, and providing practical and emotional support — that help 390,000 children, young people, and families every year. Last month, the organization introduced a new identity designed by London-based Johnson Banks. In our visits and research trips, we kept returning to the observation that they were breaking cycles and re-routing lives, for the better. This inspired a new brand approach based on the flow of their work, always beginning or ending with the words ‘How Action for Children Wor