Strut Safe is a free, non-judgemental service dedicated to making women, queer people, people of colour, and anyone who needs them feel safe walking home. The organisation's primary purpose is to connect people to a call handler to chat to on their journey home.

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Strut Safe's colour palette reflects the impact that it and its founders are making in society; standing out and standing up for gender based violence: hence hi-vis orange. Strut Safe aims to make people feel safer: restful linen refers to comfy, cosy bedding. Callers need help particularly when walking alone late at night: deep forest green relates to this darkness. Feedback from callers indicates that Strut Safe brings joy in times of unrest and is “like talking to an old friend who I hadn’t seen in years” - resulting in the fourth brand colour: uplifting periwinkle.

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"Strutting" indicates that the person is walking with confidence and therefore creating a stepping sound each time their shoe makes contact with the floor. To highlight this visually, the ‘A’ in Strut Safe’s logo  takes the form of a gender-neutral boot with sparks omitting from it.