Archie Marks 21st Birthday With A Refreshing New Look
New brand identity brings together Archie’s family of funds
The distinctive, cuddly bear has been a familiar and comforting sight for visitors to Royal Aberdeen Children’s Hospital for more than two decades. His appeal has spread in recent years to support children and families across NHS healthcare settings in the Highlands, Grampian and Tayside.
And now Archie, the cheery face of one of Scotland’s most popular hospital charities, The ARCHIE Foundation, has officially grown up as the charity turns 21!
Today, we are delighted to unveil new-look Archie, who has been given a brand makeover to fully encompass the family of healthcare funds that are an integral part of The ARCHIE Foundation. These are Grampian Child Bereavement Network and Friends of the NeoNatal Unit.
Archie still bears the instantly recognisable smile and never-ending long legs that have been the hallmark of his 21 years. Now, he’s a little older and supporting his young companion Neo, while the pair of them are proudly taking care of their colourful kite which is flying high above their heads.
The ARCHIE Foundation Chief Executive Paula Cormack explained: “There can be few healthcare brand identities in the world as recognisable as the Archie character. He is truly unique and has been a symbol of comfort, support and friendship for many thousands of people over 21 years.
“As our charity has grown and we have developed into a larger family of funds, we knew the time was right to reflect that more clearly to our supporters and allow Archie to grow into a confident and caring 21-year-old.”
“It is so important that our three funds: The ARCHIE Foundation, Grampian Child Bereavement Network and Friends of the NeoNatal Unit, retain their purpose and their heart within the new brand identity, as each of them and their supporters play a vital role in providing care and services to children and families when they need it most.
“At a time when charities face enormous challenges to continue to provide essential services, we wanted to make sure that 21-year-old Archie became a symbol of confidence and hope for the future. We are so grateful to everyone who continues to support The ARCHIE Foundation and our entire family of funds.”
The Archie rebranding project was managed and delivered by brand and design consultants, free of charge. To find out more about Archie’s work, how you can help support a family in need, and to Donate, please visit: www.archie.org/donate Visit us at: www.archie.org
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