Hearts, hugs, and hands; why charity clichés miss the mark in illustrating what we do 

by Sean Hourigan

I’m writing this as we’re reviewing our website and the symbols, pictures and photos that we use to illustrate the design, development and implementation of peer support programmes for people living with long-term health conditions. 

The charity sector is driven by the intention of making meaningful change and addressing urgent societal needs. However, the way organisations visually represent their mission can significantly impact public perception and engagement. A long-standing trend in the sector has been the use of imagery depicting hearts, hugs, and hands—a visual shorthand often intended to convey compassion, unity, and care. While this approach is well-meaning, it might unintentionally undermine the essence of the work being done and the communities it seeks to support, while making the charity sector seem “fluffy” rather than a key provider of essential frontline services that we take on more and more as statutory services quake in response to funding cuts and ever-increasing demand. Here’s why it’s time to rethink these familiar symbols. 

1. Oversimplification of complex issues 

Charity work often tackles intricate, systemic challenges—whether it’s poverty, education inequity, or healthcare access. By leaning on generic imagery such as hearts or hands, organisations risk oversimplifying these complexities. A heart symbol might evoke warmth, but it fails to represent the depth of strategy, innovation, and collaboration required to address the root causes of the issues at hand (sorry, more hands here). Authentic storytelling, grounded in specific challenges and achievements, resonates more deeply than symbolic and trite shortcuts. 

2. Risk of stereotyping or tokenism 

Hugs and hands may imply unity, but their frequent use in charity branding can unintentionally perpetuate stereotypes. For example, images of hands being held often focus on the giver-receiver dynamic, which can be seen as paternalistic. Such visuals might reinforce outdated ideas of vulnerable communities as passive recipients of care rather than active participants in their own empowerment. This not only diminishes their agency but might alienate the very people charities aim to support. 

3. Diluting brand identity 

The charity sector is crowded with organisations competing for attention and support. Over-reliance on generic imagery risks blending into the background rather than standing out. Hearts, hugs, and hands lack the uniqueness needed to differentiate one organisation from another. Instead, bespoke visuals that highlight unique initiatives, milestones, or the individuals driving change can strengthen brand identity and inspire loyalty from donors and supporters. 

4. Inconsistent Impact on Audiences 

While universally understood, these symbols don’t always connect with audiences in meaningful ways. A heart may convey love or compassion, but it may feel too abstract for someone grappling with what a charity actually does. Hands may suggest action but fail to evoke the story behind that action. Purposeful imagery tied to real-life outcomes—like photos of community projects or testimonials from beneficiaries—fosters stronger emotional engagement and trust. 

Rethinking Visual Strategy for Charitable Impact 

Charities have an opportunity to reshape how they communicate their message visually. By moving beyond overused icons like hearts, hugs, and hands, organisations can tap into more nuanced and impactful storytelling. This might include: 

• using imagery that directly shows the outcomes of their efforts—like innovative lived-experience programmes, support work advocacy, or thriving, diverse communities. 

• highlighting the faces and voices of those directly involved, whether they’re beneficiaries or advocates. 

• incorporating infographics, bold typography, or abstract visuals that challenge conventions while keeping the mission front and centre. 

The goal is not to erase warmth or compassion but to elevate it—crafting a visual narrative that celebrates authenticity, embraces complexity, and builds a genuine connection with audiences. By doing so, the charity sector can foster deeper understanding, more engagement, and ultimately greater impact. 

What are your thoughts on the use of hearts, hugs, and hands conveying the work of the charity sector and what imagery would you replace it with? 

(Yes, our website currently uses hearts, hugs, and hands imagery!)