You may have noticed that the Savera UK website and its social media content looks a little different.
The charity has grown significantly since its last brand refresh in 2016, expanding its direct intervention services, implementing national campaigns, broadening the people it works with from just women to people of all genders and backgrounds, and taking a leading role in policy change at a regional and national level.
Over the past year we have been working to develop our first ever formal strategy, to enable us to grow the charity, its services and activities and its impact. Alongside this, we have refreshed our brand and redeveloped our website, with a new look and functionality for our main site and the Savera UK Youth website, as well as introducing the Savera UK Learning Hub.
Our rebrand reflects our growth and the change in tone, approach and audience, as we have evolved from our small, grassroots beginnings to being a leading charity working to end HBA and harmful practices.
The soft lines of our previous logo reflected the protective nature of the services we provide to those at risk of HBA and harmful practices. ‘Savera’ itself means ‘new beginning’ in Hindi as this is what it offers to the survivors and people at risk.
Our logo has been altered slightly in the rebrand keeping its protective element, but with a more sharp appearance to reflect a confident and front-footed in pursuit of our mission ‘to end HBA and harmful practices’ and our vision of ‘a world without HBA and harmful practices’.
We have developed a bespoke headline typeface to capture attention and provide versatility. There are four versions of each letter within the font, that can be swapped around, using different character combinations to create complete statements or headlines representing the diversity of the issues Savera UK works to end and the individuals joining its mission – providing a sense of community within our work.
When outlining our mission, we use the phrase “we will” to reinforce our commitment to our mission and the various actions we are taking to end HBA and harmful practices.
Mandalas are a unifying, spiritual and meditative structure. They signify deeply emotional meanings such as a journey, inner strength, healing, safety, transformation and guidance, all which reflect the nature of Savera UK’s work, the outcomes for its clients and its wider impact.
Previously, we have used broken mandalas to represent how our work breaks silence and breaks chains of behaviour to help stop HBA and harmful practices. In the new brand our mandalas use fibonacci-inspired patterns. The fibonacci sequence is nature’s mathematical formula for growth and signifies positive energy, which underpins our relentless move forward towards our vision.
Using our new visual identity and messaging, we have launched a completely refreshed and restructured organisational website, which features an area focused on professionals such as voluntary and statutory organisations, social workers, educators and local authorities, to make it easier for them to find information and refer into the service. It also has a refreshed area for individuals at risk (or individuals concerned about someone at risk) to seek help and guidance from the organisation.
Understanding the importance of education and access to clear and accurate resources, we have also launched the Savera UK Learning Hub, which features a suite of completely rebranded and updated informational assets and other collateral, providing a unique library of resources to educate people on the issues of HBA and harmful practices and empower them to join Savera UK’s mission.
Each of the elements of our new brand support our messaging and the aims mapped out in our three-year strategy, which focuses on two key strategic objectives, each with a set of deliverables by 2026. Those strategic objectives are:
- We will improve the lives of people who have experienced/are experiencing ‘honour’-based abuse and harmful practices
- We will improve attitudes, behaviours and systemic responses around ‘honour’-based abuse and harmful practices
You can read more about our strategy and deliverables by 2026 on our website here.