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Torture Survivors’ Charity Rebrand

A rebrand advocating torture survivors' voices to be heard

Torture Survivors’ Charity Rebrand

A rebrand advocating torture survivors' voices to be heard

A rebrand was a complex undertaking as it was hard to see how the breadth of our work could be captured in one visual representation. We needed the new visual identity to better reflect our work fighting for the rights of torture survivors both here in the UK and globally and to honour our human rights foundations, while not losing the warmth and compassion that is also at the heart of Freedom from Torture’s rehabilitation work.

“We’re delighted with the new brand which we feel does exactly that, 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. We’re confident that it will enable us to expand our reach and impact, and continue to grow so we can help more survivors of torture rebuild their lives.

Creating one identity to represent both the power of the fight for change and the ‘softer’ side of the charity’s rehabilitation work was the challenge facing the Door 22 Creative team.

Hannah Ward Head of Communications and Campaigns – Freedom From Torture


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.

Our solution:

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 deliverables:

    • Identity and corporate guidelines
    • Organisational material
    • Fundraising material
    • Signage
    • Large format displays

    If you want to learn more about the work we did with Freedom From Torture get in touch.

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