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Stars Foundation invests in organisations and ideas that transform the lives of disadvantaged children and their communities globally.

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Stars align: a new brand narrative

Posted by: Ashley on 24 Nov 2014
in News

When we began in 2001, this foundation was called S.T.A.R.S. and the logo design featured a gold palm tree.

In the thirteen years since, much has changed.

Today we're a global foundation, having awarded more than 70 exceptional local organisations across 30 countries that together have reached more than 4 million underserved children.

We're making changes to our flagship programme and have added a suite of activities that sees us convening major events and collaborating across sectors in our attempt to accelerate social change.

With all this transition and growth, our brand was feeling a little stale – not able to illustrate the dynamism and diversity of our new approach.

So, aided by the brilliant Pentagram design agency, we set to work developing a visual identity that would better reflect our programmes, our people and our purpose.

The Constellation

Rather than designing a logo that represented 'children' – an already crowded space for charity brands to occupy – we chose to focus on how we do our work, rather than what we do.

After all, with our Founder's entrepreneurial heritage and our own longstanding dedication to locally-led development solutions, what makes us stand out is our insistence on collaboration, and convening of multiple actors to catalyse progress.

It is from here that Pentagram drew its design inspiration; from our work harnessing the insight, assets and ambition of local civil society organisations and private sector companies, enabling them to improve the lives of children.

The result is a visual metaphor – a constellation formed of stars in the shape of an 'S' – that suggests solidarity and collaboration, movement and scale.

Stars creates and mobilises coalitions between civil society, business and other protagonists – policymakers, experts, academics, philanthropists and the media – in pursuit of shared goals.

And it is through these cross-sector coalitions that we believe innovation and sustainable progress will develop and begin to take hold.

The Roll Out

The official roll out of the new Stars Foundation brand will take place in December, but we just couldn't wait to give you a sneak peek at a brand that moves beyond an acronym and gilded tropical plant.

It's a brand that captures the ambition and energy of Stars Foundation today.

We hope you like it as much as we do.