More Than a New Logo: The Thinking Behind Adferiad's New Brand

A new logo is often the first thing people notice when an organisation rebrands, but for Adferiad, the changes go much deeper than that.

The refreshed brand reflects how Adferiad has grown over the years and better represents the people, communities and services it supports today.

For Donna Chaves, Adferiad's Director of Public Affairs & Communications, the rebrand was about making sure Adferiad's identity reflected the organisation it has become.

"Adferiad has evolved significantly over the years, so we felt our brand needed to evolve with us," Donna says. " We now support thousands of people across Wales and beyond, and it became increasingly important that our identity reflected the organisation we've become.  Ultimately, if people don't know we exist, they can't access the support we provide.  This was about making Adferiad more visible, more recognisable and more accessible to the people who need us."

One of the biggest changes is the introduction of the new Adferiad 'A'. While it's a fresh visual identity, Donna says it also carries an important message.

"Our new 'A' is much more than a brandmark; it is a symbol of who we are. Our 'A' is a flowing shape that reflects one of our core beliefs - that life and recovery isn't always straightforward.  The 'A' represents those unique journeys and our commitment to supporting people wherever they are on their journey, whenever they need support."

It's a message that reflects the reality of the people Adferiad works alongside every day.  Life rarely follows a straight path, and recovery looks different for everyone. While our look has changed, our purpose hasn't.

"The rebrand doesn't change what we do, or why we do it," Donna explains. "People will continue to receive the same compassionate, person-centred support from the same dedicated teams.  The only thing that has changed is the way we present ourselves."

The rebrand isn't about changing Adferiad's purpose; it's about making sure the organisation's identity reflects the work that has always been at its heart and allows people to find us quicker and easier.

Donna hopes the new look will encourage people to see Adferiad as a trusted source of support when they need it.

When asked what success looks like, Donna's answer has little to do with branding itself.

"If more people see themselves reflected in our brand and therefore seek our support, then we have succeeded. We want people to recognise that recovery isn't a straight line or a perfect path. If our message encourages someone to reach out or makes them feel seen, that is success."

For Donna, one of the highlights of the rebrand has been seeing the conversations that have come from the new identity.

"My favourite thing is that it has meaning. This isn't just about a logo; it is a conversation starter. Every time someone asks why it looks the way it does, we get to talk about something that really matters - that life isn't linear, and that's okay."

If there's one thing Donna hopes people remember about Adferiad's new brand, it's the meaning behind the new 'A'.

"Life, and recovery, is not straight forward so neither are we.  Our journeys are all different.  Recovery looks different for everyone. At Adferiad, we're here to support people through every twist and every turn."

The rebrand marks a new chapter for Adferiad, and a renewed commitment to its vision and mission.  For 50 years, the charity has stood alongside people affected by mental ill health, substance use, gambling harms and other complex challenges, providing compassionate, person-centred support and championing lived experience.  As demand for our support continues to grow, the new identity is about ensuring even more people know Adferiad is here, know where to find help and know they never have to face life's challenges alone.

To find out more about our support, please click here https://www.adferiad.org/support-and-advice/