English PEN is the founding centre of a worldwide writers’ association, with 145 centres in more than 100 countries, who campaign to defend writers whose human right to freedom of expression is at risk. Our rebrand for the charity became a comprehensive visual and verbal overhaul. Firstly we established two brand values, ‘freedom’ and ‘urgency’ – the two factors that underpin their work.
In too many places around the world, people’s creativity is under lock and key – whether because of political pressure or the subtler forces of self-censorship. This is why the branding reflects a great sense of urgency and freedom. It could be a graffiti artist protesting in the night, or an author committing the first strokes of their pen to the blank page. This is the freedom the brand chooses to celebrate and nurture.