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New Logo and Identity for Social Mobility Foundation by Jones Knowles Ritchie
 

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About

(Est. 2006) “The Social Mobility Foundation (SMF) is a charity which aims to make practical improvement in social mobility for young people from low-income backgrounds. It runs free of charge programmes of mentoring, internships, university application support (including trips to universities and help with personal statements, aptitude tests and interviews) and career and skills workshops to support young people through their sixth-form and university years. Currently taking on a new cohort of over 1,600 young people every year, the SMF has offices in Birmingham, Glasgow, Liverpool, London, Manchester and Newcastle and runs residential programmes for young people from the Isle of Wight to the Western Isles of Scotland across 11 career sectors (Accountancy, Architecture, Banking & Finance, Biology & Chemistry, Business, Engineering & Physics, Law, Media & Communications, Medicine, Politics, and Technology). The SMF also runs what is believed to be the world’s only Social Mobility Employer Index, which ranks the country’s top employers on the actions they take to ensure they are open to talent from all backgrounds.”

Design by

Jones Knowles Ritchie

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Relevant quote
“The team at the Social Mobility Foundation are extremely busy offering connections, training and support to over 1,500 young people a year, so we had to come up with a bold solution that was simple to execute across key touchpoints,” says Sean Thomas, executive creative director at Jones Knowles Ritchie.

“Social mobility is ultimately defined by free movement between different levels in society, which we captured in a visual metaphor of the travelling ‘o’ in the animation. We also really made use of the fact that the Social Mobility Foundation is all about filling in the blanks, and letting young people’s talent do the rest.”

Provided press release

Images (opinion after)
New Logo and Identity for Social Mobility Foundation by Jones Knowles Ritchie
Samples of old identity.
New Logo and Identity for Social Mobility Foundation by Jones Knowles Ritchie
Logo.
Social media content.
New Logo and Identity for Social Mobility Foundation by Jones Knowles Ritchie
Posters.
New Logo and Identity for Social Mobility Foundation by Jones Knowles Ritchie
New identity.
Opinion

The old logo wasn’t great but it wasn’t terrible either; typeset in Gill Sans like most things UK it featured a thing that was distorted in perspective and somehow meant to convey social mobility. It didn’t. The new logo is a great visual interpretation of the name of the organization and presents it as a simple puzzle that is quite rewarding. The execution is spot on and the extension of the idea into expanded messaging is fantastic. In motion I love the added behavior of the words moving horizontally as if the “O” was the frog in Frogger, waiting for the right moment to move forward — perhaps a convoluted but interesting metaphor (in my mind) of young people moving up. The applications are okay and the duotone photographs work well in this particular color palette. Overall, a great improvement for the organization.

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