As RoSPA revealed its new look on Monday, the family safety charity confirmed a shift in focus in its continued drive to save lives and life-changing injuries.
After more than 20 years, the charity has said goodbye to the red square logo that has become synonymous with accident prevention and road safety.
Recognised as one of the UK’s key road safety stakeholders, RoSPA strives to showcase ‘effective and comprehensive road safety strategies’ that can reduce the number of road deaths and injuries.
The new logo features overlapping speech marks to ‘represent the importance of conversation in accident prevention’, drawing on the experiences of individuals and organisations to help others prevent accidents.
The charity has also unveiled a new strapline, ‘accidents don’t have to happen’, to tackle the commonly-held misperception that accidents are ‘just one of those things’ and cannot be avoided.
Tom Mullarkey, RoSPA chief executive, said: “Accidents don’t have to happen, and RoSPA has proved that with the fantastic leaps it has made over the past 100 years, particularly on the roads and in the workplace.
“But accidents remain the biggest threat to people for most of their lives, and particularly children, with around 450,000 under-fives ending up in A&E every year following an accident in the home.
“We aim to build a nationwide movement committed to reducing life-changing accidents through sharing stories and experiences, through open conversation, working with individuals, families, communities and businesses.”