UK charity Help the Hospices has introduced a revised corporate identity and literature, created by Lippa Pearce, this week.
The decision to redesign the existing marque, instead of creating a fresh one, followed an audit carried out by the London design consultancy.
Findings among trustees, staff and within hospices showed high levels of recognition for the existing sunflower logo, but indicated the need to communicate the charity’s work, and the services it offers more clearly.
The new identity features a more legible typeface, a more contemporary layout and a brightening of the sunflower, a symbol retained from the previous logo.
Lippa Pearce managing director Giles Calver says: “By looking at the charity’s role, culture and aspirations and measuring them against how it was perceived by key target audiences, we established that there was a distinct mismatch.
“By modifying, not abandoning the marque, and developing a complementary graphics programme, we are beginning to resolve this without eroding the existing goodwill the charity has earned,” he adds.