National hospice charity reveals strategy and refreshed branding

29 May 2024 News

Hospice UK

National charity Hospice UK has unveiled refreshed branding and a five-year strategy.

The charity, which represents more than 200 hospices in the UK, said it paid around £90,000 for the rebrand, strategy development, and rollout process.

It said the new logo, made up of a circle of Hs, represents the close-knit support provided by the UK’s 200-plus hospices, while the colour palette symbolises the optimism and energy which drives the charity forward. 

Hospice UK said the rebrand also reflects “the significantly different climate in which we’re operating a decade after we last refreshed our branding”.

It is designed to give the UK’s £1.6bn hospice sector, which is predominantly made up of independent local charities, “a cohesive and strong brand voice ahead of a period in which end-of-life care is set to be in the spotlight more than ever”.

Hospice UK said it consulted its hospice members, supporters and partners extensively on its strategy and refreshed branding.

Craig Mawdsley and Bridget Angear of consultancy Craig+Bridget led the rebrand, and said they have “hopefully helped bring out the positive, determined, confident voice of the hospice sector”.

‘Ready to speak up’ for hospices 

The charity said its strategic priorities would focus on improving equity of access and supporting hospices to deliver individualised quality care.

It will also focus on making sure hospices are well-funded, governed, and well-staffed. 

The membership body said its new branding and 2024-29 strategy comes at a time when the hospice sector is facing significant challenges, with rising demand for palliative care, mounting funding pressures and staff shortages. 

Charity Commission data shows Hospice UK most recently reported an income for 2022-23 of £8.58m compared to £109m in the previous year and £264m the year before that. 

The steep reduction over the past two years was due to emergency Covid-19 support from the government ending.

Toby Porter, chief executive of Hospice UK, said: “The UK faces a turning point, with demand for children’s and adult palliative and end-of-life care set to surge in the coming years. 

“Our ageing population means that many more people are going to die each year – and we’re determined that they and their loved ones get the care they need and deserve. 

“Hospice UK’s strategy shows how, with the right support, the hospice sector can step up to this challenge. 

“Coupled with our bold new brand, we’re ready to speak up for the sector and meet the challenges ahead, so hospice care is available for all, for now and forever.” 

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