3SG Shares Brand ‘Evolution’ to Visualise Growing Support for B&NES Third Sector

The local infrastructure charity refreshes its look to champion its 260+ members in strategic spaces, whilst keeping its deep community roots proudly at the centre.

Bath and North East Somerset Third Sector Group (3SG), the local infrastructure charity dedicated to supporting the region’s voluntary sector, has officially unveiled a refreshed brand identity. Developed in close collaboration with Robin Worrall, Founder of local agency Rednine, the update marks a visual "evolution rather than a revolution," preserving the charity’s historic foundations while preparing the network for its next collective chapter. 

The original, beloved 3SG logo was designed by Jenny Carlin, wife of the charity's founder, James Carlin. It featured intricate local iconography celebrating the unique landmarks and characteristics of Bath and North East Somerset. As 3SG has grown alongside its 260+ member organisations - helping to bring the collective voice of local charities, social enterprises, and community groups into decision-making spaces with the Local Authority, NHS, and regional partners - the charity required a streamlined visual presence capable of standing clearly and professionally alongside public sector bodies. 

The updated primary logo introduces a clean, straightforward design for the characters '3SG', utilising vibrant blue, pink, and yellow accents while keeping the charity's signature brand, purple, firmly at centre stage. Crucially, the cherished geographical identity has not been lost; instead, the custom landmarks have been transformed into dynamic visual assets. These elements will decorate banners, presentations, and digital platforms, with dedicated "banks" of imagery tailored specifically to the different audiences 3SG serves, including Somer Valley-specific identifiers alongside historic Bath landmarks. 

“It was hard to think about evolving 3SG’s logo, as we were very attached to it,” says Becky Somerset, CEO of 3SG. “But this was the perfect opportunity - with the charity having grown so quickly over the past few years, and also to mark the opening of ThirdSpace, 3SG’s new offices, which offers a dedicated Third Sector Hub. We’ll be inviting system partners into this space for greater collaboration, connectivity and knowledge sharing and we needed a refreshed identity to both gain the attention and put Third Sector infrastructure on the map. It’s a new, exciting chapter for 3SG, whilst paying tribute to the valuable work that has come before us.”

A Broader Modernisation Strategy

The brand refresh is just one part of a wider effort to improve 3SG's operational capacity and day-to-day support for the local sector this summer. Alongside the new visual look, the charity is rolling out several key developments:

• ThirdSpace: The opening of 3SG's physical building in Queen Square, operating as a welcoming, accessible third-sector hub offering flexible hot-desking, hireable meeting rooms, and event spaces for local groups.

• Digital Expansion: The development of a brand-new, easy-to-navigate organisational website set to launch later this summer, featuring streamlined navigation and improved member resources.

• Systems & Capacity Integration: A transition to modern internal tools alongside the recruitment of a new Administrator to bolster baseline support for members and capacity for our team.

For organisations or fellow third-sector groups contemplating their own visual transitions, 3SG highly recommends Rednine’s collaborative design process. Robin Worrall will be appearing in person as part of an expert charity branding panel at 3SG’s upcoming Creative Clinics event this September, where local groups can access friendly, professional insights into managing their own identity journeys.

Note to members and partners: It may take a few days for all systems to switch to the new logo. If you display the 3SG logo on your website, please take this opportunity to switch in the new logo, which can be downloaded here in different formats. Thank you!

For any queries, or to enquire about ThirdSpace bookings, please get in touch via contact@3sg.org.uk