Social Mobility Foundation identity by Jones Knowles Ritchie

This project has been selected in the Design – Brand Identity category in The Annual 2019, CR’s award scheme celebrating the best in commercial creativity

Social Mobility Foundation is a charity set up in 2005 to help disadvantaged children gain access to the country’s best academic institutions, which are often outside of their reach.

In 2018 the charity approached design agency Jones Knowles Ritchie to redo its visual identity, hoping a new look would help it stand out in the saturated charity sector. “It was our task to design a flexible, coherent, contemporary look and feel for the charity that would better reflect the life-changing work it does, entice new supporters, and appeal to those of all generations,” explains the agency.

Jones Knowles Ritchie’s simple, typography-led solution cleverly references the charity’s purpose. An ‘o’ appears to be making its way up the wordmark, symbolising the act of moving up the career ladder. The restrained colours, with just a few brighter accents and the simple sans serif font, attempt to appeal to both the young and potential sponsors.

The moving version of the identity, which often features an animated upwardly mobile ‘o’, playfully communicates the brand’s message on social media.


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We’re very excited to unveil our new logo and brand which we will be rolling out over the coming weeks #socialmobility

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Design Studio: Jones Knowles Ritchie. Executive Creative Director: Sean Thomas. Senior Designer: Ellen Gettings. Designer: Jamie Quantrill. Group Account Director: Jorijn Harms Senior Account Manager: Maddi Chapman. Senior Account Manager: Saniah Aljunied. Account Manager: Anna Goodison. Strategy Director: Uttara Masting. Copywriter: Kathryn Hindess. Head of Film & Motion: Daniel Kennington. Film & Motion Designer: Winston Duke. Head of Visualising & Retouching: Steph Heasman. Senior Visualiser & Retoucher: Antony Frangos. Realisation Designers: Matthew Webb, Freddie Paul. Guidelines Designer: David Mann. Junior Realisation Designer: Adrianna Bilas. Senior Artworker: Sam Broude. Production Manager: Kim Adams. Production Assistant: Temi Edun. Photographer: Kuba Wieczorek. Marketing Director: Amy Maw. Photography Assistant: Matt McQuillan.