Age UK logo revealed

'Life loop' is the branding choice of charity formed by the merger of Help the Aged and Age Concern

Age UK logo
Age UK logo

Age UK's long-awaited logo has made its debut on the charity's election manifesto, in advance of the new charity's formal launch in April.

The logo, called the 'life loop', has also appeared on the websites of Age Concern England and Help the Aged, which are merging to form Age UK.

It was designed by branding agency Corporate Edge.

"It shows life in the round," said a spokeswoman. "Not a straight line that starts with young and ends with old, but a loop of vitality, a circle of life. It represents the continuous, seamless support that Age UK offers."

The charity intends to launch its new identity officially next month but decided to start familiarising people with it in advance.

"We wanted to prepare people for it and show them the new look before it is official," said another spokesman.

He said the charity would unveil the logo officially in April, coinciding with the expected date of the start of the general election. "It was important to put the logo on our election manifesto as we will be using that in the months ahead."

The manifesto, Our Power is Our Number, was launched in February.

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