The National Childbirth Trust (NCT) has published a new strapline – “For pregnancy, parents and progress” – as part of a rebrand.
NCT said its new branding is designed to make it easier to understand what the charity offers to women and parents including evidence‑based information, connection, and accessible support.
The charity spent £106,000 on its new brand, the first in eight years, over the past 20 months, covering strategy, parent research and focus groups, design and creative.
More than 2,000 parents, including 500 women who were currently pregnant, responded to a survey to inform the brand’s development, which found that NCT is still most often associated with antenatal classes rather than free-to-access support across pregnancy, birth and early parenthood.
Its new logo reworks the mother‑and‑baby symbol from NCT’s founding logo, the charity said, while being simpler, more inclusive and modern.
NCT has adopted a new colour palette and creative approach to improve accessibility and a “human, down-to-earth tone of voice”.
The charity worked with creative agency Studio Texture, strategists Louise Kyme and Dan Dufour and researchers Humankind on the rebrand.
Angela McConville, chief executive of NCT, said: “It has been almost a decade since we, at NCT, last made significant changes to our brand. In that time, both the charity and society have changed considerably.
“This refreshed brand – which has been created by parents, for parents – is a modern, inclusive expression of who we are now.
“It will help us reach more women and parents, lowering barriers to support, and ensuring people see NCT as their companion through parenthood, understanding the breadth of what NCT offers.
“It sends a clear message to new and expectant parents: this is a place for you, whatever your journey to and through parenthood.”
In the year to March 2025, NCT recorded an income of £11.1m.
