Peabody modernises its image » Housing » 24dash.com

One of London’s oldest housing associations and general charities, Peabody, is updating its image with a new-look.

The rebranding is designed to help bring the public's perceptions of the organisation in line with the reality of the work it currently does and its plans for the future.

The new logomark is made up of the word Peabody and a kaleidoscope shape that 'captures the spirit of opportunity that the brand represents'. From now on the organisation will refer to itself as Peabody rather than the Peabody Trust, as this is how most customers refer to the organisation.

Peabody has undergone a number of brand changes since it was founded in 1862 but none has been as necessary or as dramatic as this one.

Research into stakeholder perceptions conducted by brand consultancy Meteorite, showed that many people were unaware of the full scope of Peabody’s activities.

Stakeholders and residents alike thought Peabody’s sole role was that of a traditional housing association, developing new homes and managing them. Few interviewees knew about Peabody’s wide ranging community development activities on offer.

Chief Executive Stephen Howlett said: "Years ago, we only thought of residents as our customers.  Now it’s a whole range of people from those who use our neighbourhood learning and community centres to other housing associations and strategic business partners.

"With perceptions of Peabody lagging behind reality it was absolutely necessary to change our visual identity.”

Chair of Peabody’s Board, Pam Alexander said: "Peabody has been creating opportunities for people in London since 1862. We want to ensure that as many people as possible have a good home, a real sense of purpose and a strong feeling of belonging.

"And this new visual identity, by unifying all our activities, will help the world to recognise just how broad is the canvas to which Peabody can and does contribute so much."