The new brand will gradually be rolled out across staff and volunteer uniforms, literature and signage and should soon become a familiar one across the Fylde Coast.
Created with help from Manchester-based agency Epigram, much of the work on the brand has been done by the hospice’s own team and the cost has been less than £5,000, paid for by a specific donation from a corporate supporter. Staff, volunteers, patients and supporters were invited to give their feedback on three potential new brand styles last year – and the flower was the clear winner.
Trinity Hospice Chief Executive David Houston said: “We are all extremely proud of our refreshed brand. Our new logo takes its inspiration from the colours which launched Trinity over 30 years ago and from our gardens, presenting a feeling of calm, and of life continuing. We hope it helps in its own way to break down some of the myths associated with hospices, death and dying.
“The three seeds leaving the flower head are indicative of our three boroughs and also show that we provide hospice care in the hospital, throughout the community and in our own buildings. We always champion ‘compassion and care’ above all else, but we recognise that as the world changes, so must we.”
The brand launch comes just weeks after the Hospice was awarded Gold Investors in People status, and at its most recent Care Quality Commission inspection in 2016 Trinity was rated as ‘Outstanding’.
David added, “We have put so much effort over the past six years into ensuring Trinity moves with the times but remains uniquely relevant to local people’s lives; we felt it was the right time for our brand to catch up and reflect the kind of complex care we provide today.
“Our research showed that the old Trinity logo was not memorable, even though those using our services associated us with excellent care. We wanted a really distinctive, modern new look because so many other charities with large marketing budgets could easily swamp us. But we were determined not to spend a lot of money, so our own team pulled together the comprehensive new brand guidelines, and for the past year we have allowed stocks of stationery, clothing and other items to run right down to avoid waste.
“Like other hospices, we are a local charity that is no longer just a building. Today, Trinity supports more patients and families than ever, with its widest ever range of services. Our staff and volunteers work in the hospice and across the community day and night, and our nurses actually support more patients in their own homes, in care homes and at the hospital than in our inpatient unit.
“I hope people will like our new look. It was chosen because it says there’s something very distinctive about hospice care. There are many strands to what we do and we support thousands of people each year, often at the most difficult time; but Trinity is a place full of colour and life, and a hub for excellence in palliative care across the Fylde Coast.”