UnitedUs rebrands Buttle UK with a three-tier typographic system to amplify the charity's voice
By
Tom May
A baker's-dozen of insight crammed into one ring.
Summary
UnitedUs rebranded Buttle UK, a 70-year-old children's grant-giving charity, by developing a three-tier typographic system to give the organization a stronger voice. The Brighton agency moved away from the charity's overly modest visual identity, creating a system with a storybook serif, a Swiss workhorse typeface, and a vibrant color palette. Each typographic tier serves a distinct emotional register and functional purpose, helping the charity communicate with greater confidence and clarity about the scale of the problems it addresses.
Key quotes
· 3 pulledWhen a charity's biggest problem is that it's too quiet, you don't start with colour. You start with voice.
Voice, in brand design, begins with type.
A storybook serif, a Swiss workhorse and a riot of colour: we explore the typographic thinking behind UnitedUs's rebrand of Buttle UK.
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