Our rebrand

Posted 06/10/2017

Since launching our new strategy in April 2016, Beat has changed significantly. Our services focus on reaching more people than ever before, empowering those individuals to receive treatment for their eating disorder as quickly as possible. Campaigning now plays a big part in our activities, ensuring eating disorder sufferers are able to access the help and support they deserve. And while our name still resonates with our activities, the visual identity beside it did not.

So I’m excited to share Beat’s new visual identity and website with you today. This is a big change for Beat, and reflects our commitment to providing the best possible support to people who suffer from eating disorders. Through these changes, we aim to increase Beat’s presence both online and offline, better communicate with those using our services, and reach as many people in need of support as we’re able to.  

Our new site includes increased information about eating disorders, as well as new support services. We’ve set up a new instant messaging service where those affected by eating disorders can talk in a one to one environment with trained Helpline staff, revitalised the charity’s message board services, and established daily online support groups.

We also wanted a visual identity that spoke to eating disorder sufferers and embodied and championed our values. Over the past few months, we’ve carried out research among Beat’s ambassadors, fundraisers, and employees, as well as carers, healthcare professionals, and of course those who have personally experienced an eating disorder. We gathered feedback on our name, tagline, and visual identity, and on alternatives for each, so that recommendations could be made to revitalise the Beat brand. We are delighted with the outcome. The colours are bold but welcoming, the imperfect circles show that recovery isn’t always smooth, and the complexities of an eating disorder are represented in the layering effect.

I’d like to thank and recognise everyone who has been involved with this process, including the creative teams who have helped us to make this vision a reality by providing their services either pro-bono or at reduced rates. To them we are extremely grateful.

Most important to this process and as we move forward are those affected by an eating disorder, to whom we continue to be a champion, guide, and friend. I do hope that you like our new identity as much as we do.

Andrew Radford, Chief Executive