National LGBTQ+ youth homelessness charity AKT celebrates 30th anniversary with rebrand

Having helped provide safe homes and better futures for the LGBTQ+ community for the past three decades, AKT – the charity formally known as the Albert Kennedy Trust – has decided to celebrate its 30th birthday by presenting a visual overhaul, its first since 2009. The new look was orchestrated by micro-agency Derek&Eric, who kindly designed the Pride-influenced identity on a pro-bono basis.

The Albert Kennedy Trust was founded by former foster carer Cath Johnson in 1989 as a response to soaring rates of homelessness in the UK’s teenage LGBT population. AKT reports that “LGBTQ+ youth homelessness remains a huge issue in the UK, with almost one-quarter of young people facing homelessness identifying as lesbian, gay, bi or trans,” adding that, “of these, 77 per cent are in their situation due to familial rejection, ejection or abuse.”

Speaking exclusively to It’s Nice That, Derek&Eric’s creative partner Adam Swan says, “being part of the LGBTQ+ community, it was an honour to be asked to work with AKT, as they make a genuine positive impact in young LGBTQ+ people’s lives.”

Taking the Pride flag as a predominant point of reference, and using a colour palette reminiscent of Karel Martens’ work, the identity intends to “tell a new story about the strength of difference within a framework of supportive community”. As Adam points out, “the Pride flag has so much embedded meaning, it’s truly iconic. The team at AKT had a clear vision that they wanted to utilise this sense of empowerment. Our job was to help them reimagine it to tell their unique story, about the nurturing, supportive framework they provide to young individuals, no matter who they are.”

If that wasn’t enough, noted thespian and pub landlord Sir Ian McKellen has lent his support to the charity and its visual overhaul by donning a brand spanking new t-shirt.