Freedom From Torture
A rebrand advocating torture survivors’ voices to be heard
Freedom from Torture is the leading human rights organisation dedicated to the treatment and rehabilitation of torture survivors, offering services across England and Scotland to around 1,000 torture survivors a year. The charity helps survivors to live better, happier lives as a result of their therapies and intervention. After a significant organisational change, the charity was looking to rebrand themselves to represent themselves more accurately both internally and externally.
The main aim of the rebrand was to be more reflective of Freedom from Torture’s status as a leading charity with a global audience that holds torturing states across the world to account and helps survivors to heal here in the UK.
The new visual approach is bold in that raising awareness of the existence of torture is important and isn’t shied away from. A powerful association with torture is restraint – whether physical or emotional. Simple graphic lines across the word ‘torture’ create a strong emotive reaction, suggesting both restraint and long-lasting psychological ties but also the crossing out and eradication of torture.
We retained blue as the main colour from the charity’s previous identity, partly for brand recognition and also because we felt that the positive aspects of blue were right for the rebrand – the colour is a calming, safe colour that evokes clear blue skies and freedom. The ‘Empowering Survivors Rebuilding Lives’ strapline sits in the negative space in the logo which further symbolises rebuilding as an important step to freedom.
The services we delivered for the rebrand included:
A rebrand was a complex undertaking. We needed the new identity to better reflect our work fighting for the rights of torture survivors to honour our human rights foundations, while not losing the warmth and compassion that is at the heart of our rehabilitation work. We’re delighted with the new brand and we’re grateful to Door 22 for taking the time not only to fully understand the brief but also for meeting with torture survivors themselves to ensure the brand worked for them.
Head of Communications and Campaigns – Freedom From Torture