Questions & answers about the NCT rebrand

Why is the NCT rebranding?

In a bid to help a greater number of new parents prepare for pregnancy, birth and early parenthood, the charity is rebranding and changing its logo for the first time in 50 years.

We are bringing in a fresh and contemporary style to attract a wider audience and become more accessible to younger groups.

What is the new logo?

After the rebrand the organisation will be positioned as the NCT and the new logo is the initials ‘NCT’ in fresh green. The design is centred on the idea of movement and support that reinforces the transition of becoming a parent. We decided on a neutral colour that could stand out amongst other brands that we would be positioned with such as the NHS.

We also wanted to focus on a warmer and more engaging brand around our core initials. We want all parents to understand we are a charity that is here to support them.

Why have you changed it now?

As the largest parenting charity in the UK, we work with thousands of mums and dads every year from all backgrounds and with a wide range of experiences and needs. However, our friendly and vibrant personality was not represented by our old logo. After using the same logo for many years, we felt it was time to reflect ourselves in a more contemporary fashion and be clear that we are there for everyone making the transition to parenthood.

After looking at all our options - from a new name to a more modern version of our current brand - we decided on a new logo and warmer colours to reinforce our vision of being there for all parents. We also wanted to continue the strength of our heritage through keeping our name, but by using the initials NCT rather than National Childbirth Trust. We want lone parents, partners and dads to all feel welcome and for the NCT to be recognised for its postnatal work as much as its antenatal services.

What is our name?

From 14 January 2008 we will be known as the NCT. Our legal name, however, will still remain the National Childbirth Trust.

After the rebrand the organisation will be positioned as the NCT and the new logo will carry the initials ‘NCT’.

What are the main aims of the rebrand?

• Raise awareness of NCT
• Update our image with a more contemporary and relevant look to enable us to reach out to more people and help them better prepare for life as a new parent
• Encourage increased support for the charity and increase membership

Who designed the logo?

A design agency, Philosophy. Their brief was to come up with a brand that was contemporary and strong which would give us a clear identity in going forward.

How much did it cost?

The rebrand cost £30,000. After a scoping exercise with several other companies we believe this figure is extremely good value.

The decision to spend this money was not taken lightly. Our previous logo served 50 years and we hope that this logo may do the same.

We’re also very concerned to minimise waste and we are re-cycling materials as much as possible. We are also running down stocks and replacing them as and when with the new brand.

When will the logo come into force?

The logo will officially start from 14 January 2008.