Anthony Nolan Trust rebrands to attract younger bone marrow donors

Leukaemia charity drops the word 'trust' and updates its logo and website

New Anthony Nolan Trust logo
New Anthony Nolan Trust logo

Leukaemia charity The Anthony Nolan Trust has rebranded as Anthony Nolan in a bid to reach younger audiences.

The charity, which matches bone marrow donors with leukaemia patients, has launched a new black and white logo with the strapline "be a match, save a life". It has alsorefreshed its website.

"We have a whole new look, a new tone of voice and a new brand," said Henny Braund, the charity’s chief executive. "I hope it will be more attention-grabbing and will appeal to younger audiences, but it’s also important not to alienate our existing supporters.

"We hope the black and white logo will help us to stand out from other charities and give us a crisp and clean image."

The rebrand is part of a broader strategy to encourage more people, particularly young men, to join its donor register. The relaunched website allows people to join the register by sending in a saliva sample, rather than having to visit a doctor to give a blood sample as was previously the case.

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