Samaritans is set to undergo a new re-brand, including a new website, in the aim of attracting a wider audience.

The new branding will be launched on 19 March, coinciding with the launch of a new website and campaign. Samaritans claims the branding is designed to attract a younger audience in particular.

The branding was developed and designed by Spencer du Bois and informed by research and testing among callers, donors, volunteers and the public, the charity said.

It includes an updated logo, which includes subtle ‘nothces’ inspired by the focus on human connection, and will remain green, which is “symbolic of positivity and hope”.

“Samaritans is a trusted and respected charity, and to stay relevant to our target audiences we sometimes need to update and refresh our brand,” Samaritans executive director of external affairs, Paul McDonald said.

“We are also taking account of research which shows that although the public has a high level of awareness of Samaritans as a charity, we not always seen as relevant, particularly by young people.

“Whilst we continue to be here for people in moments of crisis, we hope to reach more people earlier who are struggling to cope too.”

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