About the new logo

During 2009, FPA underwent a major re-branding exercise to ensure that we appeal to as broad a range of people as possible.

Research had shown that our previous brand was well received by professionals and parliamentarians, but that it lacked simplicity and boldness, and relevance among some members of the general public.

Through working with Nick Darke, who was behind the rebrand of NSPCC’s Full Stop public awareness campaign and the renaming and rebranding of many other charities, we developed our new strapline which was rigorously tested with the general public and was felt to be clear, rational, approachable and catchy and importantly could reach people who don’t currently have much engagement with FPA. In re-designing the logo, we felt that it was important to retain a link with the positive aspects of the previous logo but to evolve the look so that it has a stronger appeal, particularly to men and women. Stakeholders and FPA staff agreed that the new logo is clear, concise, and puts people first.

Providing accurate facts

Our new brand shows that we are still an organisation that can be trusted to provide accurate facts and information about sex and relationships. It demonstrates that we are straightforward, open and non-judgemental in our approach and that, above all, we believe in taking away the awkwardness and embarrassment of talking about sex.

As we celebrate our 80th year, we continue to educate, inform and support people across the UK through our work in the community, our helpline and information service, our counselling service, our training and publications, our public awareness campaigns and our lobbying activity.  Above all, we believe that everyone should have enough information to make positive choices for healthy, responsible and fulfilling sex and relationships.