DEC rolls out new visual identity as part of rebranding work


The DEC has today switched on an updated website homepage in the most public sign yet of a rebranding project designed to strengthen fundraising during future appeals.

The wider rebranding work is part of a new fundraising strategy and is intended to increase public awareness of the DEC while underlining the collective nature of the charity’s work. 
The DEC conducted extensive consultation with its 14 member agencies and undertook research with donors and the public as part of the rebranding process.  The research showed that spontaneous awareness of the DEC is currently very low and the nature of the charity is not well understood.  It also showed however that the public and other audiences respond extremely positively to the collective nature of the DEC appeal mechanism when made aware of it.
New DEC Chief Executive Saleh Saeed said:
"We are very pleased with the new ‘seismic’ visual identity for the DEC. While it is the most obvious element of the rebranding we will also be highlighting the collective nature of the DEC and the work of our members much more prominently in the future”
“As part of the new fundraising strategy, member agencies will have a greater role in promoting appeals and the new brand enables them to do this while clearly identifying these activities as part of the DEC appeal.”
“The ultimate aim of these changes is to increase the funds raised during future appeals.”
The most prominent messages around future appeals will continue to come in the name of the DEC itself but in many other places the message could come from a member agency that will use elements of the new branding to highlight that it is part of the DEC appeal. 
The rebranding work was led by Johnson Banks and will link with a wider fundraising strategy and investments already made in the DEC’s donor database and website.  
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Notes to editors
• The DEC consists of: ActionAid, Age UK, British Red Cross, CAFOD, CARE International UK, Christian Aid, Concern Worldwide, Islamic Relief, Merlin, Plan UK, Oxfam, Save the Children, Tearfund, World Vision.