Help the Hospices, the national charity for hospice care, will now be known as Hospice UK after a rebrand aimed at increasing awareness about the diversity of hospice care.
The charity, which was founded 30 years ago, decided to change its name and brand to better reflect its values, which it describes as being an ally to the more than 200 member organisations it supports.
The rebrand, which cost less than £100,000, consists of the name change, a new logo and a new website, which will go live in mid-October. The existing brand will be used alongside the new brand during a transition period expected to last a few weeks.
The rebranding project has been led by the digital marketing agency Itineris since the start of the year.
David Praill, chief executive of Hospice UK, told Third Sector that its hospice members had pushed for the name change, believing the name Help the Hospices to be too outdated and paternalistic. The charity consulted its members on the changes through roadshows and online surveys before agreeing the new name at its annual general meeting.
"Hospice UK became a clear favourite because we wanted something that didn’t make us sound like a trade association," he said. "We’re not just here for hospices, but for hospice care. We needed to get away from the idea that many people have that it’s only hospice care if it’s inside a hospice in-patient building.
"My hope is that Hospice UK will strengthen our voice for the whole sector and give the sense that our voice is the sum total of all the voices of the people providing hospice care around the country."
Praill said the new website would have a very different feel to the old site, with more vibrant imagery to convey a strong sense of wellbeing, and greater interactivity. The new logo retains the sunflower image used in the original logo – which has become a symbol for many hospices in the UK and abroad – and aims to be fresh, simple and direct. "I hope it gets the balance right between being warm and caring, and professional," Praill said.
Hospice UK has also expanded its membership to bring more organisations that provide hospice care under its umbrella, including Marie Curie Cancer Care, Sue Ryder and NHS hospices.
Hospice UK’s income fell from £7.3m in 2010/11 to £6m in 2012/13, according to accounts on the Charity Commission’s register.