The Haemophilia Society has rebranded for the first time in more than 50 years.
The charity, which supports people who are affected by bleeding disorders, said the move was driven by a desire to appear more welcoming, approachable and inclusive.
It said the main focus of the rebrand was to ensure the charity’s identity aligned with its strategy and goals, “so that it is better able to engage with its current membership, reach many more thousands of men and women with bleeding disorders in the UK, and grow support for the charity, to enable it to continue its life-changing work”.
Kate Burt, chief executive of the charity, said: “Branding plays a critical role in growing much-needed support for the Haemophilia Society, but a brand review, as part of a new three-year strategy, revealed that we did not look or sound as approachable as we could.
“Today we have a compelling and consistent brand identity which is warm, welcoming and inclusive, and driven by our belief that a bleeding disorder shouldn’t define who you are, what you do or how you feel. We are confident that this will reap rewards for many years to come.”
The charity said it sought the input and opinions of its members and other stakeholders, including partner organisations, at every stage of the nine-month project.
It said the total cost of the rebrand, which was developed in conjunction with the branding agency The Clearing, was £60,000.
The society said the new brand identity would be rolled out gradually, starting with its new website. It includes a new logo, brand colours, font, tone of voice and other design elements.