Birmingham hospice unveils new brand

Categories: People & Places.

Chief executive Tina Swani with nurses Emma Kelly, Hayley Kerrigan and Julie Cartmell

Birmingham St Mary’s Hospice has unveiled a new look in a bid to grow its profile and raise awareness of its services.

The charity’s updated look features a bright pink colour which staff and volunteers have named Pearce Pink in tribute to Monica Pearce, who founded the hospice in 1979. The logo is an update of the previous butterfly emblem, and is a continuous loop symbolising a lifeline.

Tina Swani, Chief Executive at Birmingham St Mary’s Hospice, said:

“The brand was inspired by the experience of the people we support – people with life-limiting illness and their families, carers and loved ones. Many of them describe Birmingham St Mary’s Hospice as a ‘lifeline’ so our logo was designed to represent just that.

“Over the past two years, we have significantly increased the number of people we help as demand for hospice care is rising. Our new look will make us more visible, so that more people find out about the vital services we provide and choose to support us as their local charity.”

The new look now appears on the front of the hospice’s base where it runs an inpatient unit, day hospice services and an education and research centre. In the coming months all 16 of the hospice’s shops will also feature the new design.

The charity is keen to educate people about hospice care and to break down barriers that might stop people accessing its vital support. Tina Swani explained:

“We had a debate about whether to keep the word ‘hospice’ in our logo. It can have negative connotations for some and does not get across the full range of care and support we provide.  We concluded we should be upfront about being a hospice and take the opportunity to teach the public and professionals about everything a hospice does to support people and families living with life-limiting illness. I am delighted to be launching this bold new look and very proud to call ourselves a hospice.”

For more information visit Birmingham St Mary’s