One of our favourite logos is no more

Charity rebrands can be tricky business – along with the need to clearly communicate the organisation's mission, there's often a heightened emotional context to the design. In short, a new look won't please everyone. Shelter, the UK's housing and homelessness charity, has revealed a new brand identity – and, not unexpectedly, it's proving divisive.

The charity's new logo features a red upwards arrow, made from rough brushstrokes. It's a bold new look, and comes accompanied by a new campaign called Fight for Home. But for those who saw the previous design as one of the best logos around, the new look is going to take some getting used to.

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Daniel John
Senior News Editor

Daniel John is Senior News Editor at Creative Bloq. He reports on the worlds of art, design, branding and lifestyle tech (which often translates to tech made by Apple). He joined in 2020 after working in copywriting and digital marketing with brands including ITV, NBC, Channel 4 and more.