Business in the Community was formed in 1980, in an initiative taken by business in response to the Toxteth Riots, to address a growing fracture in society. Prince Charles played a pivotal role, using his convening power to connect business leaders with community groups.
Today, Business in the Community, the Prince’s Responsible Business Network, counts most of the FTSE 250 companies amongst its members. It is one of The Prince’s Charities, a group of not-for-profit organisations of which HRH The Prince of Wales is the Royal Founding Patron.
Just as in 1980 when Business in the Community was created, there is again a fracture in society, and a breakdown in trust between business and the establishment on the one hand, and wide swathes of individuals in society on the other.
Business in the Community recognised that once again, it must take the lead and reset the responsible business agenda. The rebrand signalled a renewed urgency to take action and mobilise the membership to work together to bring about change on a national scale.
Resetting the responsible business agenda Business in the Community worked with its members on defining a new, more demanding agenda for change. At the heart of this renewal was a new core purpose:
This was underpinned by a belief that the long term success of business and society is inextricably linked and that business has a responsibility to society.
The new brand identity symbolises the coming together of business and the community and reflects the core belief that the long term prosperity of business and society are inextricably linked. It retains a link with the past through the use of magenta.
The graphic holding device, formed from the negative space created by the overlapping squares of the logo is used to create brand recognition and hold type and imagery.
The use of black and white cut out photography is used to add punch and emphasise some of the gritty issues in society that business must collectively address.
The use of a brick for example, represents an object thrown in anger in a riot and also the building blocks of future hope.
A more provocative tone of voice was adopted to help motivate, cajole and inspire members to take action.
Following a dramatic launch of the new brand at the Royal Albert Hall, Annual Awards Gala, a carefully orchestrated roll-out plan has been designed to minimise cost, using a natural replacement cycle to introduce the new brand.
The rebrand has given shape to the organisation's new mission, and provided a catalyst for discussion with existing and new members about their commitment to being a responsible business. It is underpinned by real substance, with a change in the membership offer, the introduction of a new benchmarking tool and a host of new digital services that will affect change.