CPAS Holidays

A New Look, One Shared Mission

For many years, Ventures, Falcon and CPAS have all been working to help children and young people explore faith, build friendships and have life-changing experiences with Jesus. But one challenge we've faced is that it's not always been clear how these different expressions connect.

As a result, we've missed opportunities to build awareness, strengthen trust, and tell the full story of the impact we're having together.

The position

The launch of the new CPAS brand identity in March 2026 has created a stronger, more contemporary visual direction for the charity. The result is a confident, more modern brand that performs effectively across both digital and print environments and is able to be revelant in the rapidly changing landscape.

As a result, a visual mismatch has emerged between the CPAS brand and the existing Ventures and Falcons identities, which was already a challenge with the previous CPAS visual identity. While the Ventures and Falcons handwritten script logos have a strong heritage and remain well recognised, they reflect a design style that was particularly popular during the 2010-2015 period. Their expressive, handwritten aesthetic communicates warmth and personality but sits in contrast to the cleaner, more structured, and contemporary direction now established by CPAS.

Today's to be relevant in the crowded landscape there is a focus on favouring simple sans-serif typography, custom geometric letterforms, and highly legible wordmarks designed primarily for digital applications. In comparison, the Ventures and Falcons logos convey a more nostalgic, handcrafted feel which can appear less contemporary when viewed alongside the updated CPAS identity.

The challenge

The challenge of our current position, is that it creates:

Confusion about the relationship between Ventures, Falcon Holidays, and CPAS
Missed opportunities to build cumulative brand awareness and trust
Inconsistent messaging about purpose, values, and charitable impact
Reduced ability to attract new audiences, supporters, and partners

The why

Through updating the visual brand we hope to:

Strengthening Awareness
Every interaction with CPAS Holidays is an opportunity to introduce people to CPAS. Brand alignment ensures these touchpoints contribute directly to increasing awareness of the charity, rather than operating as standalone entities with limited connection to CPAS. In turn it will create greater awareness of the holidays.
Building Trust and Credibility
A consistent brand expression across CPAS Holidays reinforces professionalism, clarity, and trustworthiness. Supporters and participants are more likely to engage with, recommend, and support organisations they clearly understand and feel are trusted.
Maximising Impact and Reach
Aligned branding enables us all to tell a larger, more compelling collective story. By connecting holidays, training, and ministry outcomes to a shared Christian charity mission of helping churches to help every person hear and discover the good news of Jesus Christ.

Architecture

Parent

CPAS becomes the trusted parent brand.

Umbrella

Holidays becomes the umbrella for all holiday programmes, including Falcon.

Distinct Expression

Falcon becomes a distinct holiday expression within the Holidays portfolio.

Local > National

Over the last year, feedback and insight from across the holiday network has consistently highlighted the importance of location names to each individual holiday's identity. For many leaders, volunteers, parents, and young people, location names carry years of history, memories, and community connection.

In response, we wanted to create a brand system that celebrates and strengthens these unique identities while bringing them together under a clearly recognisable national family. The result is a flexible logo approach that allows every holiday to have its own distinctive identity, while sharing common visual elements that demonstrate its place within the wider CPAS Holidays.