Rebranding for Fulham Veterans' Housing Charity
Will now be known as The Stoll Foundation
The new logo is based on the War Seal stamp featured on a mosaic at Sir Oswald Stoll Mansions
February 11, 2025
The 109-year-old Fulham-based charity which provides supported housing for vulnerable has announced a rebranding and a name change to The Stoll Foundation having previously just been known as Stoll.
The changes include a new logo celebrates the charity’s heritage by drawing inspiration from the iconic War Seal, a small diamond shaped stamp sold during WWI in Sir Oswold Stoll’s theatres as well as Selfridges and Boots stores to fund his first block of housing for veterans. The War Seal is featured in an elaborate mosaic on the front of Sir Oswald Stoll Mansions, the charity’s original home and a Fulham landmark.
The building was previously known as War Seal Mansions
The charity’s new name pays tribute to the organisation’s charitable status, as well as the charity’s founder, theatre impresario Sir Oswald Stoll, known for creating the Royal Variety Performance and the Moss Empires theatre company.
“A consistent piece of feedback we’ve received from tenants is their desire for us to put 'Foundation' back in our name”, says the charity’s CEO Will Campbell-Wroe. “We’re proud to have provided life-changing housing and support services to hundreds of veterans as a charitable foundation for over a century, and our tenants want our name to clearly communicate that.”
The new Stoll Foundation logo
The accompanying colour palette for the new logo celebrates every branch of the Armed Forces, incorporating Army red, Air Force blue, Navy blue and MOD purple alongside the gold of the original War Seal. The rebrand, which was welcomed by tenants, staff and supporters, ushers in a new chapter for the charity as they prepare to move the majority of the residents of Sir Oswald Stoll Mansions to the nearby King’s Road Park development, following the sale of the building to neighbours Chelsea FC.
“Since 1916, we’ve been adapting our housing and services to the ever-changing needs of veterans, and our new branding is a reflection of this,” adds Director of Supporter Engagement Beverley Russell, “It shows our ability to evolve with the times while preserving what is most important to our tenants and staff: our heritage, our military connections and our charitable status.”
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