For what matters in childhood: why we rebranded

Childhood is made up of moments, memories and meaning. Often, those things are wrapped up in stuff: a coat that keeps you warm enough to go to school, a laptop that lets you keep up with your school work, a toy that makes you feel safe, or an activity that helps you belong.

At Buttle, we’ve always known that these things aren’t trivial. They can mean everything to a child or young person. And as our work has grown, so has our responsibility to say that more clearly, more confidently, and to more people.

That’s why we’ve rebranded.

Staying true, while stepping forward

Our core belief hasn’t changed, just updated: every child deserves access to the things that are important to childhood.

Our vision remains ambitious: to deliver what’s important in childhood, for millions.

But the world around us has changed, and the scale of disadvantage facing children and young people in the UK has deepened. We needed a brand that could meet that reality, one that is frank, intentional and emotionally honest, just like our work.

Buttle exists for fairer childhoods. We combine frank fundraising with the strength of our endowment, a vocal Youth Advisory Panel, and intentional grant giving directed through frontline referrers. We listen carefully to transparent data and to uplifting human stories, so we know exactly what matters to children, and when it matters most.

This rebrand helps us tell that story with clarity and conviction.

Who we are, clearly said

Buttle is a children’s charity delivering intentional grants for the things that mean the world to young people in the UK, we are there for them at the moments when not having those things would otherwise hold them back.

We refuse to accept that a child’s future should be permanently dismantled by disadvantage. We’re here so young people can play, show up, try things out, and author their own stories in life.
If it’s important to childhood, it’s important to us.

That belief now sits at the heart of our identity, captured in our strapline:

For what matters in childhood.

A visual identity rooted in childhood stories

Our new look is a thoughtful evolution, not a reinvention for reinvention’s sake.

Our logo builds on the previous “TT” element, reimagined as a modern, abstract mark inspired by retro toys and children’s storybooks. It carries a sense of nostalgia and emotional warmth, while subtly conveying growth and nurturing, which is the essence of what we do.

We’ve stripped our primary colour palette back to black and white. This wasn’t about being minimal for the sake of it; it was about accessibility, clarity and intention. High contrast ensures everything we produce is easy to read, while creating space for what truly matters: the stories of children and young people.

Those stories come alive through our secondary colour palette: bold reds, greens and blues, expanded with warmer tones inspired by classic storybooks. These colours aren’t literal; they’re emotional. They’re hopeful, expressive and distinctive in our sector, helping us stand apart while staying deeply human.

Designed to be read, seen and felt

Typography plays a powerful role in how stories are told. Our primary typeface, Reckless, brings a classic storybook feel while remaining highly readable and accessible. Its letterforms, including child-friendly single-storey ‘a’, ‘g’ and ‘y’, help ensure our communications work for everyone.

For body copy, we use Neue Haas Grotesk: neutral, clear and dependable, supporting long-form reading without distraction.

Alongside this, we’ve developed a playful, expressive “childhood type” style for moments of impact. Inspired by retro toys and illustrations, it’s used sparingly to highlight key words, statistics and statements, adding warmth, personality and a sense of joy.

Illustrating meaning, not just objects

Our illustration style focuses on emotional meaning rather than literal representation. Just like children do.

Using simple block colours, textured lines and a grain effect that echoes printed storybooks, our illustrations speak to both children and adults. They invite empathy from donors and recognition from the young people we support, bridging the gap between experience and understanding.

Meet Frank the Otter

You’ll also start to see more of Frank the Otter. Named to honour our founder’s legacy and chosen alongside our Youth Advisory Panel, Frank isn’t a mascot in the traditional sense. He’s a universal surrogate for the child in our childhood stories.

By using an animal, every young person can see themselves reflected, without assumptions, labels or limits. Frank helps us tell emotional, powerful stories about the transformative impact of our grants, while also acting as an internal reminder of our “Let’s be Frank” mindset: open, honest and purposeful.

Looking ahead

This rebrand is about more than how we look. It’s about being clearer about who we are, louder about what matters, and braver in how we advocate for children and young people.

We’re still the same old Buttle, just more focused, more intentional, and more ready than ever to deliver the things that matter in childhood.

Because childhood doesn’t wait. And neither do we.

“It’s been a real privilege working with the Buttle team to craft an identity that amplifies the positive impact they have on the lives of children up and down the country. Together, we’ve shaped a clear, confident brand that sparks conversation, brings focus to Buttle’s purpose and sets a fresh strategic direction through strong verbal and visual foundations. Oh, and how could we forget Buttle’s founder coming to life through Frank the Otter?” – Luke Taylor, Partner, United Us

“Our new brand is all about putting children and young people front and centre at Buttle. We’ve spent a long time working with them, so we truly know what matters to childhood—from having a bed of their own to the chance to just fit in and have fun. By being that ‘invisible friend’ who provides the things they need most, we’re helping every child stand taller and look forward to a brighter future.” – Joseph Howes, CEO, Buttle UK