About The Big Issue

“The Big Issue” is a street magazine that is sold by homeless and disadvantaged people as a means of earning income. The brand promises to provide jobs and a voice to the homeless. It largely delivers on this promise, with its strength lying in the community-focused approach and its success in humanizing the issue of homelessness.

The primary audience includes socially conscious individuals, ranging from young adults to older generations, who are concerned about social issues and are motivated to contribute to meaningful change. The current audience aligns well with the intended demographic, but the brand could do more to attract younger, digitally savvy supporters.

Competitors include other social enterprises and nonprofits addressing homelessness. Many use very emotionally compelling, visually striking campaigns. The Big Issue could distinguish itself by blending its unique community-driven approach with a stronger, more modern visual identity.

Strategic Framework

The brand values empowerment, community, and social change. These are exhibited well through its programs and content. It should continue to align with broader social justice movements to enhance its relevance and impact. The current look is friendly and accessible but lacks the visual impact necessary to convey the brands core aim of social change and empowerment. A bolder, more striking design could better communicate the brand’s personality and values.

Concept Statement

“The Big Issue” stands at the forefront of tackling one of society’s most pressing challenges: homelessness. Our new brand identity embodies a bold, dynamic presence that captures attention without overwhelming. It balances strength with accessibility, ensuring we engage a broad audience in a meaningful way.

The essence of our rebrand focuses on transforming perceptions and inspiring action. We aim to provoke thought and encourage a deeper connection with the cause, making it clear that everyone has the power to make a difference. Through our visual and communicative strategies, we emphasize urgency and importance but also maintain an approachable and friendly tone to foster inclusivity.

New Logo

While you can also see the previous logo. The new logo for “The Big Issue” is bold but approachable. The main feature is a geometrically stretched letter “B” that cleverly incorporates the letter “I” within its negative space. This simple design spells out “The Big Issue” in a way that’s both eye-catching and informative. The black and white color scheme adds to the logo’s boldness without being overly harsh.

Pin Badges

Customized name pin badges for the vendors