HFSM – Visual Identity
Visual warmth that invites help
Customer
SMISO Vestfold
Tønsberg
The Helpline for Sexually Abused (Hjelpetelefonen for seksuelt misbrukte) is a critically important nationwide service offering anonymous support and professional guidance around the clock, all year round, for everyone affected by sexual abuse. In 2020, we were given the meaningful task of renewing their visual identity, including the development of a new logo and a comprehensive graphic profile.
The goal was to create a visual expression that immediately communicates safety, friendliness, and accessibility. For a service like the Helpline, it is crucial that the design helps build trust and lower the threshold for making that first, often difficult, contact to seek help.
Solution
The solution centered around a new logo – a heart and a speech bubble signaling warmth and dialogue – combined with soft colors and accessible typography to avoid a heavy or clinical feel. This holistic design was consistently applied across all touchpoints, from advertisements and annual reports to digital channels and informational materials, to build recognizability and clearly communicate the Helpline's low-threshold profile and reassuring appearance.
Result
The result is a clear and cohesive visual identity that effectively supports the Helpline's core mission. The new design has helped make the service more visible and recognizable, while conveying a sense of safety and openness. This is crucial for achieving the goal of lowering the threshold for making contact, so that more people in difficult life situations can find their way to necessary help and support.
