Afghanistan veteran with medals and child
9 April 2013

SSAFA's new brand puts family first

We've updated our image to reach more people from the Forces community and their families.

SSAFA's new brand puts family first

Today, 10 April 2013, we are changing our name to SSAFA as part of a rebrand aimed at improving awareness of our work amongst members of the Forces community.

The rebrand is the culmination of two year’s work designed to help SSAFA’s staff and volunteers reach more clients by describing us a charity, and the support we provide, in a more clear and consistent way.

SSAFA has a long history of supporting the Forces and their families and this has made us Britain’s most trusted charity [1] . But a full brand audit found that many people thought that we needed to modernise our identity to better reach our key audiences. In addition to current members of the Forces, at SSAFA we are increasingly helping younger veterans, many of whom are in their 20s and 30s [2].

Families have always been at the heart of what we do at SSAFA and they have been put at the centre of our new brand. Our new descriptive strapline reiterates SSAFA’s commitment to families as well as those who serve. The change of name is supported by a modern new logo with a three colour underline to represent our lifelong support to the Navy, Army and RAF.

These updates to SSAFA’s image follow a long period of consultation with volunteers and staff as well as members of the military community.

SSAFA’s Director of Communications and Marketing, Athol Hendry, said: “This work has been driven by the need to make sure that members of our Forces, past and present, know that SSAFA is here for them and their families, for life. Our new brand doesn’t change the great work that SSAFA does, but I hope it will help us to tell our story more clearly than before.”

Chief Executive, Air Vice-Marshal David Murray CVO, OBE said: “SSAFA has provided more than 125 years of continued support to our Forces and their families. But the work we do now is more important than it ever has been. It’s really important that members of our Forces and their families know that SSAFA is here for them for life.”

[1] Charity Brand Index 2012 Third Sector Research

[2] Last year, SSAFA supported 3,812 veterans and their families in their 20s and 30s.