For the current generation of young Britons, the likelihood of securing a well paid job in a top profession is strongly correlated with social background.

Just 4% of UK doctors come from working class backgrounds. And the statistics aren’t much more encouraging when it comes to the law profession (6%) or journalism sector (11%).

The Social Mobility Foundation is a charity that was set up to help alleviate the problem. It runs programmes and provides networks of support to young people from low-income backgrounds, enabling them to pursue their dream careers.

Since launching in 2005, SMF has grown to support 1,600 students each year across the UK. But, unfortunately, its branding hasn’t kept up.

Big, bold and engaging – our new logo for the Social Mobility Foundation features a leaping “o” metaphorically climbing the ladder to success.

Why? Because, at its simplest, social mobility is the free movement between different levels of society.

The logo visually represents this idea in a pithy, playful way. Designed to breathe life into the charity’s communications, it stands out across multiple touch points.

It also feels impactful in both static and animated forms, which is important as the Social Mobility Foundation doesn’t have a big budget to spend on marketing. Instead, it utilises social media to engage students and supporters. By incorporating motion, we ensured that the logo would resonate with SMF’s younger, more digitally-native audiences.

What’s more, the logo speaks to the upwards momentum at the heart of the charity. After all, when you’re called the Social Mobility Foundation, there’s no time to sit still.