St John Ambulance (SJA) has refreshed its brand after finding that it was seen as “old-fashioned and inaccessible”.
This week, the first aid charity unveiled a fresh, modern new look that aims to better showcase its services and put the power of first aid in everybody’s hands.
SJA said that despite being a trusted, well-known and valued organisation, its old brand did not tell its full story.
“People know we deliver first aid at events, but they have a limited understanding of all the other things we do,” the charity said.
“Many people don’t realise we’re a charity.
“Our brand is seen as old-fashioned and inaccessible. In short – we aren’t presenting ourselves as the innovative, modern, diverse, and accessible charity we are.”
The charity, which last reviewed its brand over a decade ago, stressed that it is a brand refresh, not a rebrand.
‘More distinctive and modern’ look
SJA said that as it developed its 2026-28 strategy, it saw opportunities to strengthen its brand, bring greater clarity to who it is, what it stands for and the difference it makes.
The charity worked with over 6,000 people including volunteers and customers to understand how it could clearly, cohesively and compellingly explain everything it does.
It has retained what makes it recognisable, “but moved to a more distinctive and modern look that brings what we do to life across the full range of our work – from educate to respond”.
Green remains its core colour but the charity now has a range of other supporting colours to use.
Its Maltese cross has been developed into a “contemporary, dynamic, animated” graphic device.
Meanwhile, its new photography style shows “people as part of the community, but also down in the action and responding to emergencies.”
“Together, all these elements give us a brand that feels recognisably SJA while being more confident, contemporary and flexible,” the charity said.
‘Powerful tool to articulate our purpose’
Chief executive Shona Dunn said: “It’s great to see this important brand refresh coming to life alongside our 2026-28 organisational strategy.
“At the heart of that strategy is our commitment to build active, confident communities equipped and ready to deliver life-saving first aid.
“And to achieve that, we need to engage and inspire as many people as possible to join and support us.
“Our brand is a vital asset in making that happen. It’s a powerful tool to articulate our purpose, energise our movement and make first aid a universal skill.”
