Townsend Road, Chesham in 1906
Pictured is a postcard dating from 1906, addressed to a resident of Sunnyside Road. It was discovered among a donation of tools and equipment we recently received.
March 30, 2026
There is hardly any formal documentation of the logo’s evolution. However, there is enough information from volunteers to document the history of the logo, tracing its origins, symbols, and development over time.
The 1980s saw one of the most devastating humanitarian disasters of the twentieth century. In 1984, the famine in Ethiopia left over one million people dead and a further eight million at risk of starvation (source: BBC). A year later, Bob Geldof organised the Live Aid Concert, which raised huge amounts of money and awareness throughout the UK and the rest of the world.
In 1986, inspired by the phenomenon of Live Aid the previous year, Workaid was founded with the mission to provide long-term practical assistance, rather than money, to help the people of East Africa rebuild their lives.
The first logo for Workaid, a woman tilling a field watched by her child, was designed by Jean Winter. Jean was one of a small group of volunteers who helped establish the charity. It was considered inspirational and dramatic at the time and drew people to look closer at the market stalls and events where the logo was displayed. Jean’s logo was used for 14 years from 1986 to 2000 on literature, leaflets, displays and letterheaded paper.
A more contemporary logo was created in 2000 with a sans-serif font that communicates clarity and modernity. The black bold uppercase lettering projected reliability, strength, and professionalism like the very tools we refurbish. The logo was registered as a trade mark.
The logo was designed by Yoko Akama to reflect changes in the supply of a much wider range of tools and equipment supplies. The symbolic sunrays mean new life just as the beautiful African sunrise brings new hope for the people of Africa. Yoko’s ‘sunray’ logo was used for nine years up until 2009.
During 2009, it was decided that a rebranding would be necessary in order to increase income for the charity and to enhance awareness of its activities.
The bold uppercase ‘WORKAID’ introduced by Yoko was retained as the basis for the logo, with the addition of a hammer along the top for the dot. This provided a universal symbol for tools.
This design incorporates the tagline ‘Tools for Life’ which was proposed by Richard Boughton. He believed that tools were more than just items, and this phrase highlighted our mission. It represented opportunity, learning, and long-term transformation. It was succinct and memorable.
The colour green was chosen for the hammer and tagline in order to reflect the work of the charity in finding alternate homes for tools and equipment that might have otherwise been destined for landfills. It symbolizes renewal, positive impact, and sustainability with tools gaining a second life and purpose. Green also conveys a message of environmental responsibility.
The Workaid Shop was opened in 2010, so the ‘Tools for Life’ logo was modified to create a distinct and recognisable brand for the shop. The tagline was changed to ‘For your specialist tool and craft needs’.
In 2022, Workaid, under the leadership of CEO Adrian Hatch, reached a significant milestone with the approval of a new five-year strategy by its trustees. This strategic plan was developed to sharpen the charity’s focus, strengthen its impact, and ensure that its work remains relevant and responsive to the needs of the communities it serves.
Central to this new strategy was an updated mission: We enable young people in Africa to build sustainable livelihoods. This mission reflects the commitment to not just providing resources, but also by fostering lasting change, we help individuals to acquire the skills and confidence needed to create long-term employment opportunities for themselves and their communities.
The approval of this strategic direction marked a renewed sense of purpose for Workaid. Guided by Adrian’s expertise, the organisation entered an exciting chapter with a clear focus on measurable impact, collaboration with local partners, and innovative approaches to training and employment creation.
As part of this strategy we updated the website and digital presence along with our printed materials. We sought a more engaging, contemporary visual identity to attract a wider and younger audience and reflect the optimistic, future-focused stories from Africa.
The logo we see today has undergone another subtle change by removing the tagline ‘Tools for Life’ and replacing it with ‘Empowering Young People’. This new text is in line with our current mission and vision. The current design aligns beautifully with Workaid’s skills narrative: crafting a tool into a means of empowerment, and turning discarded objects into hope. Workaid’s logo excels in simplicity and symbolism.
The first logo for Workaid, a woman tilling a field watched by her child, was designed by Jean Winter. Jean’s logo was used for 14 years from 1986 to 2000 on literature, leaflets, displays and letterheaded paper.
The logo was designed by Yoko Akama to reflect changes in the supply of a much wider range of tools and equipment supplies. The symbolic sunrays mean new life just as the beautiful African sunrise brings new hope for the people of Africa. Yoko’s ‘sunray’ logo was used for nine years up until 2009.
This design incorporates the tagline ‘Tools for Life’. It represented opportunity, learning, and long-term transformation. It was succinct and memorable.
The Workaid Shop was opened in 2010, so the ‘Tools for Life’ logo was modified to create a distinct and recognisable brand for the shop. The tagline was changed to ‘For your specialist tool and craft needs’.
As part a new strategy approved by the trustees, the charity updated its website and digital presence along with updated printed materials. We sought a more engaging, contemporary visual identity to attract younger audiences and reflect the optimistic, future-focused stories from Africa.
The logo we see today has undergone another subtle change by removing the tagline ‘Tools for Life’ and replacing it with ‘Empowering Young People’. This new text is in line with our current mission and vision. The current design aligns beautifully with Workaid’s skills narrative: crafting a tool into a means of empowerment, and turning discarded objects into hope.
Pictured is a postcard dating from 1906, addressed to a resident of Sunnyside Road. It was discovered among a donation of tools and equipment we recently received.
The first logo for Workaid, a woman tilling a field watched by her child, was designed by Jean Winter.