Mothers' Union announces extensive rebranding

Leading Christian mission organisation, Mothers' Union announced an extensive re-branding last week, with a fresh new image designed to reflect both the worldwide fellowship and the grassroots voluntary work that members share.

The re-branding initiative is the result of research commissioned by the charity which showed that whilst general recognition of the name `Mothers' Union' is strong, the identification has more to do with a misconception of old ladies drinking tea rather than the reality of 3.6 million active Christians demonstrating their faith through action in 78 countries.

Although changing the name has been on the agenda for some time, the research showed that the name actually symbolised more than 130 years of Christian care in communities all around the world, and selfless giving throughout generations. Mothers' Union are therefore going to celebrate their name, and ensure people know what it really stands for, both locally and internationally.

The new logo will ensure a united branding worldwide: whether on parenting programmes in Guyana, a relief effort in Mozambique or prison work in Chester, the unification of name and brand will guarantee that, wherever they are serving, each membership represents the broader organisation they are part of.

"With so many varieties of logo across Mothers' Union, our general image at the moment does no justice to the tireless work of our 3.6 million members" said Vikki White, Head of Marketing, "This branding work is a catalyst for positive representation of an organisation that deserves greater recognition and one in which we have so much pride."

The initial phase of the re-branding will be in the UK and Ireland, followed by the other countries of membership in Africa, Asia, the Americas and the Pacific region.