Pentagram redesigned the identity for Mind, one of the UK’s leading mental health organizations. The new branding uses hand-drawn textures, a brighter color palette, and more open typography to convey warmth, care, and approachability while maintaining professionalism.
As a resource, it’s a strong case study for mental-health-related branding. It shows how emotional tone can be translated visually, turning an institutional identity into something that feels empathetic, inclusive, and human-centered.