Brand new refresh for AKT

NATIONAL LGBTQ+ YOUTH HOMELESSNESS CHARITY LAUNCHES BRAND REFRESH AS IT MARKS ITS 30TH ANNIVERSARY

Continuing to provide safe homes and better futures for LGBTQ+ young people, akt’s new brand identity proudly flies its own take on the rainbow flag.

The new brand recognises and celebrates the charity’s pioneering founders, led by ally and former foster carer Cath Johnson (nee Hall)

Last Friday, national LGBTQ+ youth homelessness charity akt (formerly ‘The Albert Kennedy Trust’) launches its first brand refresh since 2009.

Providing safe homes and better futures for lgbtq+ young people, the new brand identity introduces akt’s own take on the rainbow flag, to create a contemporary, loud and proud accent of colour to its previously purple visual.

Tim Sigsworth, CEO, akt said: “Young people often talk about akt as providing more than just a roof over their heads, describing us as courageous, caring, inclusive and accepting - like a family. We wanted the new brand and the way we talk about our history and our work to reflect that.

“Nothing represents this more than our founder, ally and former foster carer Cath Johnson (nee Hall), who set up the charity in 1989 when lesbian, gay, bi and trans people faced extreme hostility in the UK.

“akt was the world’s first charity to respond to the LGBT youth homelessness crisis, providing safe homes with lesbian, gay, bi and trans carers.

“Cath spoke out and acted at a time when to do so was both controversial and rare, and stood shoulder to shoulder with our fellow founders in stepping in to ensure that vulnerable young LGBTQ+ people who were facing or experiencing homelessness had somewhere to turn.”

“When talking to our young people today about akt and its journey, Cath’s selfless and unwavering support really stuck with them, and is something they wanted celebrated in how we talk about the organisation.

“Today, Cath still meets the young people we work with and is a huge supporter of what we do, and as we mark our 30th anniversary and continue to look ahead we want to celebrate and thank her for everything she’s done.

“akt is how our young people, supporters and the wider community have come to know us as we’ve grown, and so we’re pleased to own that in our new brand identity while still paying tribute to the young Albert Kennedy.”

The brand was designed by agency Derek&Eric, who worked on the project pro-bono for the charity.

Published: 14-Mar-2019: (5310)