Healthcare charity the Sue Ryder Foundation has re-branded in an effort to compete more effectively in the marketplace. It launched as Sue Ryder Care last week.
Berryman Ball won a strategic four-way pitch to secure the contract and has modernised the identity for use at the charity’s four management offices, 500 retail shops, 20 care centres and its international involvement in eastern Europe and Africa.
The charity works to raise funds to maintain its care centres that provide palliative support for patients across the UK.
The charity sector is increasingly competitive, and in recognition of this it was felt an updated identity was needed to draw attention from a wider audience. The word “Foundation” is changed to “Care” to better reflect what the charity does. Replacing the former sprig of rosemary logo, symbolising remembrance, is a contemporary typeface accompanied by a sunburst logo which gives an uplifting, positive image.
“Sue Ryder Care is about empowering people and we want the identity to project this,” comments Liz Austin, brand marketing manager for Berryman Ball.
In addition to attempts to entice people such as students into their retail outlets, Sue Ryder Care will now target corporate donors.