Action for Children re-brands nurseries

Action for Children, which acquired 4Children’s 41 nurseries last year, said it took the decision to re-brand as it wanted all its nurseries operating under the same umbrella.

The new name of Spring and brand identity was developed by independent design consultancy Pentagram and market research agency Supernova, which consulted with parents with children attending a nursery and parents looking for a nursery.

Ruth Pimentel, director of nurseries at Action for Children, said, 'Historically the signage and branding for the nurseries has not been strong and the launch of Spring gives us a great opportunity to shout about what we do and to get noticed by parents and by staff wanting to work in a setting which believes in doing the best for all children.

'This is such an exciting time for our nurseries – the new branding helps them to raise their profile locally and they are all planning to hold open events to show off their new look and to encourage existing and new parents to visit and see what fun the children have whilst at a Spring nursery.

'Spring has a fresh, modern look and feel and this appeals to both parents and to potential recruits. The nurseries offer a very high-quality environment to children and ensuring we have a brand that matches this is really important for the teams that are working so hard to offer their best day in, day out.'

Action for Children’s nurseries, all of which are rated good and outstanding, provide 2,349 childcare places.

The charity, which was established in 1869, also operates 249 children’s centres across the country, provides support for children in care and young carers, and runs fostering and adoption services.