A Brand Built to Connect
A new identity that reflects our purpose: connecting people who care with causes that matter—across Wiltshire and Swindon.
We are excited to share with you our refreshed brand identity, and introduce our new name; Wiltshire and Swindon Community Foundation!
2025 is a big year for us. It marks 50 years of connecting people who care with causes that matter. As we celebrate this milestone, it feels like the right time to reflect on everything we’ve achieved — and to look ahead to the future.
This page explains a bit more about the changes we’ve made and what’s behind them.
Why the change?
The biggest change you’ll notice is that we’re proudly bringing Swindon back into our name — to better reflect the full breadth of the communities we serve.
While our work has always supported both Wiltshire and Swindon, we know our name didn’t quite capture that. By becoming Wiltshire and Swindon Community Foundation again, we’re making our commitment to Swindon more visible and intentional, so that everyone we support feels seen, included, and represented.
We’ve also updated our logo, brand icons, and colour palette to show who we are today and where we’re headed.
Connecting people who care with causes that matter
As a community foundation, our role is to act as a connector — whether by linking donors and partners with grassroots organisations, helping groups connect with each other, or opening up new opportunities through shared knowledge and collaboration, we work to strengthen communities across Wiltshire and Swindon.
Our unique position allows us to bridge the gap between local challenges and community-led solutions, creating lasting impact throughout the region.
In short, we exist to change lives across Wiltshire and Swindon by connecting people who care with causes that matter.
That idea of connecting really inspired our new visual identity. We worked closely with the brilliant team at Upshot to bring it to life. Our new visual identity incorporates shapes with varying edges into our logo, publications, website, social media, pull-up banners, and other visual elements.
The shapes represent the different types of
stakeholders we work with. We are calling them connectors.
At first glance, they might look like they don’t fit together. But when placed either side of our logo, they link — a visual reminder that when different people and organisations come together, we can achieve something greater.
That’s what a community foundation is all about.
Evolving our identity
Evolving beyond our familiar White Horse logo was a carefully considered step. While we acknowledge its significance, we also recognise the need to embrace change.
Reflecting both Swindon and Wiltshire meant rethinking our visual identity — one that could represent the full breadth of the communities we serve. The iconic chalk landmarks, while deeply rooted in local heritage, didn’t fully capture that diversity.
Our new logo brings a sense of authority and steadfastness, with a modern edge. It takes inspiration from the region’s rich history — something you might imagine carved into wood, painted on a traditional shopfront, or engraved into the side of a train. It honours the past while looking confidently to the future.
As part of this refresh, we’ve also introduced a new colour palette inspired by the landscapes and character of both Wiltshire and Swindon. Our primary colours provide a calm, grounded base, while a vibrant supporting palette adds energy, contrast, and a sense of diversity — visually reflecting the people, groups, and causes we help connect. Soft gradients add warmth and a sense of aspiration, echoing the forward-looking spirit of our communities.
Honouring our history and strengthening our future
This refresh is about more than just a name — it’s about recognising where we’ve come from and strengthening our foundations for what’s next.
Our story began in 1975 with the Thamesdown Community Trust, founded in Swindon by Lord Joel Joffe. In 1991, we merged with Wiltshire Community Trust to build a lasting endowment, deepen our understanding of local needs, and bring together partners across the public, private and voluntary sectors.
Today, we’re proud to carry that legacy forward. Our refreshed name reinforces our role as a place-based funder — inspiring local giving, supporting the voluntary sector, and working in partnership to improve lives across both Wiltshire and Swindon.
Read our 50th anniversary publicationWhat You Need to Know
We’ll be in touch with our partners, community groups, and previous grant recipients in the coming weeks to share a copy of our new logo. As part of our brand refresh, we kindly ask that any references to our organisation be updated to reflect our new name: Wiltshire and Swindon Community Foundation.
Our web address and social media handles will also be changing, and we’ll update you with those details as soon as they’re available.
Thank you for your continued support.