Alzheimer's Society in rebrand

It says research suggested it was seen as cold and clinical, so the rebrand has sought to make the charity warmer and more accessible

New logo is a representation of a forget-me-not
New logo is a representation of a forget-me-not

The Alzheimer's Society has rebranded in a bid to make its visual identity warmer and more accessible.

The charity, which funds research and provides information and support for people affected by dementia in England, Wales and Northern Ireland, has today launched its updated brand and website.

It said research had showed that its old brand was deemed passive, clinical and cold, so it began work on a new visual identity that would be "both inspiring and accessible".

The charity said it consulted people with dementia, supporters and the wider public. This found that people thought dementia was not receiving enough attention so the charity needed a bolder and more engaging brand, with a tangible icon that people could use to demonstrate support.

The charity's new logo incorporates a representation of a forget-me-not flower, which the charity said had long been associated with dementia and treasured memories.

Vivienne Francis, director of marketing and external affairs at the Alzheimer's Society, said that although awareness of dementia was growing it did not always receive the attention it deserved.

"We know that people affected by dementia want us to shout louder with them," she said. "They want a seat at the table and to see that society is with them.

"Our new brand will make dementia impossible to ignore and act as a rallying call for people from all walks of society to join us in uniting against dementia."

She declined to confirm the cost of the rebrand, which was carried out with the creative agency Heavenly.

"We continually update and refresh our brand materials," she said. "This is part of our ongoing work and existing marketing spend, and is not an isolated cost. We have been conscious of cost throughout the rebrand process and sought to minimise spend from the outset."

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