A social care charity that has been operating for over 140 years has changed its name and visual branding in an effort to make its purpose clearer.
Formally and legally known as the Saint John of God Hospitaller Services (SJOG), the Darlington-based organisation rebranded this week as the Do Good Charity.
The charity – which cares for autistic, disabled and elderly people among others nationally – has changed its name to coincide with its 2030 strategy statement to “do good, do more good and do it well”.
Chief executive Paul Bott stated that one of the reasons for the rebrand was building awareness through clear communication.
“SJOG was familiar to the people who already knew us, but it did not necessarily tell someone encountering us for the first time who we were, or what we stood for,” he said.
Bott said the rebrand had positively re-established the charity’s brand voice but also expressed that the change is part of an “exciting evolution” for the organisation.
Under its new strategy, the charity intends to strengthen its collaboration across the voluntary sector by sharing expertise, space and resources with other organisations.
As part of this, it plans to develop the Do Good Consultancy, which offers training and support.
Reference to origins
Operating in the UK since 1880, SJOG’s new logo pays tribute to the first hospital opened in Spain in 1539 by Saint John of God, a Portuguese soldier and healthcare reformer.
The logo features a pomegranate symbolising the “apple of Granada”, the emblem for the Spanish city.
Its new name, meanwhile, references a religious order that grew from Saint John’s work, which became known in Italy as the Fatebenefratelli – the “do good brothers”.
A spokesperson for the charity said the rebrand was managed by its in-house team using its existing web and design agency with costs met from its marketing budget.
Currently, the Do-Good Charity supports 1,800 people monthly and has 562 staff members in paid employment.
The charity recorded a gross income of £29.7m pounds in 2025, compared to £30.3m pounds in 2024, which is the first time since 2021 that it has not generated an increased revenue from the year before.
Some £12.3m of its income in 2025 came from 101 government contracts.
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