Corporate Culture creates new Diabetes UK identity

Corporate Culture has created a new visual identity for charity Diabetes UK.

Diabetes UK


The consultancy, which has offices in London, Liverpool and Edinburgh, has also introduced the new strapline Care. Connect. Campaign. It was appointed to the work following a pitch process.

Diabetes UK works with people affected by Type 1 and Type 2 diabetes and says it has introduced the new branding ‘to better reflect the charity’s dynamic approach to one of today’s biggest health challenges’.

Ian Birkett, senior designer at Corporate Culture, says, ‘The logo is made up of three elements: the name of the organisation, a strapline that summarises what the charity does, and the “i” character, which represents the individuals who are always the focus of Diabetes UK’s activities.’

Corporate Culture says the ‘i’ character can also be enlarged for use as a graphic device and its components – the body and the dot – can be used separately or together.

Barbara Young, chief executive of Diabetes UK, says, ‘A new brand for Diabetes UK is not just about a change in colour scheme and a new logo, but goes right to the heart of who we are and what we do.

‘Our assertive new look will help us communicate our active campaigning approach to help people with diabetes live long and healthy lives. We believe it will help raise our profile and so enable us to make an even bigger impact in all aspects of our work, from funding pioneering research in a search for a cure for diabetes, to campaigning in Parliament for diabetes to be kept high on the political agenda.’

The new identity is set to launch on 1 February.

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  • Peter Davies November 30, -0001 at 12:00 am

    I work in design but also have diabetes. Very disappointed in this – looks very amateurish and I’m not impressed with the i as a graphic device – makes us look like an Information centre. I liked the idea of the humming bird representing balance – something we all live with when we have diabetes. Can’t see how this relates to diabetes

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