Press Release – Creating Charity’s New Logo Was Child’s Play

When it came to creating an identity for the new Charlie House appeal, the solution lay closer to home than Tracy Johnstone imagined.

The striking new logo is the brainchild of seven-year-old Ellis, Tracy’s eldest son, and has been enthusiastically developed by the budding young artist.

Tracy explained: “Ellis loves to draw and I was sitting beside him when he sketched the character we now know as Charlie. We were in the process of creating a logo to help people identify with the charity and he came up with this wonderful image of a dog.

Charlie House Logo“The committee really loved it because we felt it would appeal to children as well as reaching out to adults, so we decided to adopt not just the image but give him the name Charlie. Ellis is absolutely thrilled to be involved and to see his idea being put to such good use.”

The initial drawing by Ellis took pride of place on the wall at Rachel House in Kinross, the children’s hospice which younger brother Louis has been a regular visitor to. It was during an art and music therapy session Ellis attended along with Louis that the creation of Charlie took shape.

Neil Haston, creative director at Aberdeen-based communications agency Citrus:Mix, has developed the brand identity on behalf of the charity, with the agency volunteering its services, and has been impressed by the Kingswells Primary School pupil’s input.

He said: “From the moment we saw the drawing Ellis had produced we knew it was perfect. We’ve worked with his initial idea and developed it, with Ellis having his say on everything from the colours used right through to the font. He’s a prolific artist and it has been a great project to work on thanks to his creativity.

“It is fantastic that there is such a personal connection between the charity and the new branding – it reinforces the inspiration behind the whole appeal and the personal approach.”


Issued by Citrus:Mix on behalf of Grampian Children’s Respite Care’s Charlie House Appeal. Contact Paul Smith or Paul Beaton on 01224 581700 or for further information.