Versus Arthritis has changed its name to Arthritis UK after finding its previous title was a barrier to engagement.
The charity, which was formed not long after Arthritis Research UK and Arthritis Care merged in 2017, consulted beneficiaries and found its previous name was not easily understood, so decided on a new brand to help improve its visibility and influence.
Arthritis UK hopes its name and logo, designed to reflect a joint and socket, will mean “it is unmistakable what we do and who we’re here for”.
The rebrand, curated by London-based agency the Clearing, was implemented largely by the charity’s in-house teams and included the creation of a more user-friendly website, new informational materials, campaign adverts and communications messaging.
While the bulk of the work was completed by repurposing existing budgets and activities, an additional £325,000 was spent, taken from the charity’s reserves.
But the charity, which recorded an income of £31.7m in the year to March 2024, said it feels confident that with greater brand recognition it will be able to build its profile and boost its fundraising.
‘Not a decision taken lightly’
Chief executive Deborah Alsina said: “This wasn’t a decision taken lightly, it was carried out after a huge amount of research and consultation with people with arthritis and the wider arthritis community.
“This highlighted our name was not easily understood and was a barrier to engagement and that changing our name and brand would help us improve our visibility and influence so we can reach and help more people living with arthritis.
“The new clear name and identifier, designed to reflect a joint and socket, mean it is unmistakable what we do and who we’re here for.”
