Our new Strategy and Vision
Earlier this year we launched the charity’s new three-year Strategy and vision; to see families affected by childhood cancer get the help and care they need, and never face the journey alone.
At Latch we know that children with cancer and their families have complex and unique needs, and they often experience a long, gruelling and uncertain journey.
They can face barriers to support, including times when their voices are not heard by the systems around them. We want to see this change.
Refreshed brand will help us to achieve change
A stronger, more recognisable and confident brand will support and help the charity to achieve the change we want to see for children with cancer and their families in Wales.
Menai Owen-Jones, Latch’s CEO said: “Through our refreshed brand, that works in the digital age, we will be better able to communicate the charity’s purpose, impact and grow awareness of our work amongst current and new audiences.
Our refreshed brand is designed to reflect, inspire and align everyone involved in working towards our vision.”
The brand development process
The unveiling of the new brand follows a comprehensive consultation process with families and wider stakeholders over the past year.
We have been working on the project with I Am Sam Creative, an independent, family-run Branding and Graphic Design studio based in Cardiff.
Our refreshed brand builds on the charity’s strong forty-year history rooted in the communities of South, East, West and Mid Wales.
Changes being unveiled today include a new logo, visual identity, strapline and updating of our charity’s name meaning.
Charity’s name update
We will continue to use the name ‘Latch’, but with a different meaning.
Previously the name LATCH, written in upper case, was an acronym for Llandough Aims to Treat Children with Cancer and Leukaemia with Hope.
We now see the charity name as the word ‘Latch’, with the meaning such as ‘holding on’, ‘being with you’ and ‘togetherness’ very much reflecting the essence of the charity today.
New logo
Our new logo text is in lower case to give the feeling of being approachable and the typeface is custom cut, creating a soft flowing feel to the logo.
The new logo mark, the Latch ‘heart hug’ reinforces the idea of being with you - centred around the idea of wrap-around, gentle, and holistic care that supports, understands and guides.
The mark is made up of a heart, person and wrapping arms. Each element becomes synonyms with the other creating a mark that captures the essence of Latch’s work.
New bilingual strapline
Latch’s new bilingual, Welsh and English, strapline, “Yma ar gyfer canser plentyndod yng Nghymru / Here for childhood cancer in Wales” emphasises our inclusive approach and reinforces that the charity is a constant presence for families when they need us the most.
The word “Here” is at the heart of everything Latch stands for as a charity.
Latch is here in many ways for our families and for cancer support in Wales. Whether it is providing hands-on help for families or raising awareness of the needs of children with cancer and their families, Latch is always here.
Increasing Latch’s impact
Susan Gwyer-Roberts DL, Chair of Trustees said: “This investment in a brand refresh is an important step forward and progression for the charity.
We last updated our branding over a decade ago.
The Board of Trustees and the Latch team are united in our dedication to increase our charity’s impact, working with and supported by our valued community and partners, so that Latch makes further significant improvements to the experiences of children and young people with cancer and their families.
Our new brand demonstrates that our ambition is as strong as ever, to help ensure children and families never face the cancer journey alone”.
More exciting updates to follow
We will be sharing and rolling out our refreshed brand through a series of events and activities over the coming months.
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