Electrical Safety First has switched from a red to green in its branding to better reflect its aim of promoting safety in the home.

Using artificial intelligence to analyse colours the charity found that its previous branding themed around the colour red was more associated with health issue charities.

Instead, it has decided to “break with this in favour of electric green, with a distinctive ‘glowing’ effect to symbolise ‘power on’ common amongst electronic items and to represent consumers making a positive change in their electrical safety”.

“This was not a common association with green when red was chosen as the charity’s primary colour,” added the charity.

It has also jettisoned its ‘coil like icon’ in favour of an ‘e’ logo.

In addition, the charity has a new strapline “powering change + saving lives” to add further weight to its life saving messaging.

“The choice of using the positive ‘+’ icon rather than “and” or ampersand also symbolises a positive electric charge,” said the charity.

“Our new identity represents our charity’s leading edge technical expertise,” said the charity’s head of communications Rory Carroll.

“It’s a radical departure from the previous brand, propelling us into the AI digital age.

“Before a second was spent in the design studio, we conducted a comprehensive brand audit, which really built a deep foundation of learnings that steered the creation of this new brand world.

“Eight strong brand routes were considered, but there was one clear, unanimous winner. The glowing green ‘on’ graphical device looks stunning and has had similarly glowing feedback.

“Combined with the unique iconography, modern typeface, and vibrant colour palette, we have an ownable brand and a clear brand strategy that will be relevant for decades to come.”

The rebrand has been developed by agency Garden.

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