About the Brand
The brand is more than just a logo. The Age Concern Brand is recognised by 93% of people in the UK. And we don't just care for older people. Age Concern is a nationwide movement working for a better deal for everyone over 50 in all aspects of their lives.
A brand communicates everything people think of (like quality, value for money and trustworthiness) whenever they see a name - whether that name is a charity, a make of car or a breakfast cereal.
Thus the Age Concern brand is shorthand for a set of values and principles that define us and should guide the way we all behave.
In order to maintain our powerful position in people's hearts and minds it is vital to present ourselves in the best possible light. This is why little things like the logo, fonts and colours matter so much - they are the first thing people see. They signify our values and principles.
Age Concern's brand values and principles are set out in the following sections. Anyone coming into contact with the organisation will come away with a common view, reflected by our staff and communications by living the values of the brand.
