Simon Says, the Hampshire-based charity supporting bereaved children and young people, has marked its 25th anniversary, celebrating a quarter-century of compassionate care and lasting impact. Working closely with the charity on multiple design and marketing initiatives, Design Fox Collective created a refreshed brand identity that honours Simon Says’ heritage while supporting its future ambitions.
The original logo had long been a trusted symbol of the charity. As Simon Says looked to modernise, it was carefully evolved to improve clarity, versatility, and confidence, strengthening presentation and supporting corporate engagement across digital, print, and partnership communications.
A new primary full-colour logo retains the charity’s original signature colours, including its distinctive blue, ensuring familiarity while delivering a vibrant and engaging identity for public audiences. A secondary corporate version in blue and silver grey conveys professionalism and maturity, supporting high-level sponsorship and partnership opportunities.
The refreshed logos feature a “25” anniversary flag alongside the signature balloon stripes, plus a new balloon-heart symbol representing reflection and compassion. Clean shapes and considered design ensure clarity across all formats, sizes, and backgrounds.
Supporting assets and logo variations were developed in collaboration with the Simon Says team to ensure consistent use across digital, print, merchandise, and large-scale installations, while enabling clear visibility for corporate partners.
To mark the anniversary and raise awareness of the charity’s work, the Spinnaker Tower was illuminated in Simon Says’ signature blue, creating a striking public tribute to 25 years of support for bereaved children and young people.
Anthony Hill of Design Fox Collective said, “We were truly honoured to be selected to work with Simon Says. Our aim was to create a brand that respects their heritage, reflects the empathy at the heart of their work, and provides the confidence needed to engage corporate partners and the wider community.”
The refreshed brand supports Simon Says’ mission to help young people express grief, cope with loss, and rebuild hope, while providing a strong, professional platform for continued growth and impact.
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