Souths Cares today (Saturday) unveil a new look to coincide with a renewed direction, as the charity’s reach continues to grow and its function in the community continues to evolve.
The new brand, which includes a newly-designed logo, reflects the integral role that Souths Cares plays in communities across Australia and the importance of the Charity’s engagement with the Rabbitohs Club and its players in the delivery of Souths Cares’ many programs.
The logo also seeks to honour Souths Cares’ beginnings, with subtle references to its original logo and messaging included in the final product – a move that stresses the point that although the face may be new, Souths Cares remains true to its mission.
Consisting of four elements, the newly designed brand and logo, completed in a fluid, abstract style by designer Sunny Brar, reflects the Charity’s rejuvenated direction and mission.
1. The map of Australia – representing Souths Cares’ desire to grow to respond to community needs across the country.
2. The Rabbitohs logo – representing the important role that the Rabbitohs and its players play in the delivery of Souths Cares’ programs.
3. The love heart – a symbolic reference to the love, dedication, and care required to affect positive change, as well as being a nod to Souths Cares’ initial logo.
4. The colour red – symbolising care and empathy, and is another link to Souths Cares’ original logo.
The re-brand comes as a result of an ongoing strategic review within the Charity that seeks to map out its goals until at least the year 2022. The first major action of the review has been a significant stakeholder engagement exercise to understand community needs and desires. Among a range of significant feedback, Souths Cares understands a need to more clearly articulate its brand and image to community.
“Souths Cares has engaged with communities across Sydney and New South Wales and as we grow and mature as a Charity we see an opportunity to develop a national footprint,” said General Manager of Souths Cares, Brock Schaefer.
“This new brand was developed in consultation with our community and with our clients, and we believe it reflects the aspirational role of Souths Cares and the Rabbitohs for so many individuals, families and communities.”
The brand will be progressively rolled out across 2016, and will include a colour-coded system that will grow to represent Souths Cares’ programs.
Souths Cares is an independent not-for-profit public benevolent institution, established to support the local community and address social need across Australia. Its charter is to support disadvantaged and marginalised youth and their families through the delivery of capacity building programs addressing education, training, health and employment needs.
Souths Cares currently has eight full-time, and two part-time Program and Case Workers led by a General Manager. Staff work out of three offices in Redfern, Liverpool and Penrith.