Muscular Dystrophy UK has spent £38,000 on a new logo to refresh its brand in an effort to make it more accessible to its supporters.
The charity, which supports people with the genetic condition where muscles waste away over time, said its previous brand was not “as accessible and inclusive as it could be”.
It commissioned brand specialist Dan Dufour to refresh the logo and involved people living with the condition, healthcare professionals, researchers, supporters, staff and volunteers.
The charity said the £38,000 also included the creation of a new “concept and design, tone of voice, charity values and messaging”.
‘This will enable us to engage and inspire more people’
Catherine Woodhead, chief executive at Muscular Dystrophy UK, said: “This will enable us to engage and inspire more people going forwards and support our sustainability and growth.
“We’ll be able to go further in achieving our ambition to share expert advice and support people; fund groundbreaking research to understand the different conditions better and lead us to new treatments; work with the NHS towards universal access to specialist health; and together, campaign for people’s rights, better understanding, accessibility, and access to treatments. Ultimately, we will be able to reach, help and support more of our community.”
The charity had an income of £6.7m, 49% of which came from donations and legacies, and expenditure of £5.6m in the year to March 2022.
A spokesperson for the charity added: “We want to ensure that people hear about us and can find us when they need us. If people aren’t aware of us or aren’t clear about who we are and what we do, they won’t reach out for support or in turn support us and become part of our community through fundraising, campaigning, and volunteering.
“So, getting our brand right is a vital part of our work. Other charities from across the sector have shown that strong brands can help a charity to reach, engage and inspire more people, and are essential to sustainability and growth.
“We are confident that we will be able to reach and support more people with a muscle wasting or muscle weakening conditions with our refreshed brand. Making sure it best meets the needs of our community has been at the heart of the project since the very beginning.
“Ultimately, we know our brand refresh will help us to grow the organisation and increase our investment into research and supporting people.”
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