A HOSPICE in Basingstoke has unveiled a new logo - it's first change since it opened. 

St Michael's Hospice, an independent charity based in Basingstoke, has launched a 'comprehensive brand refresh' as part of its ongoing journey of growth and innovation.

This is the first time the hospice changed its logo since its establishment in 1992.

Basingstoke Gazette: The old and new logos of St Michael's hospice in BasingstokeThe old and new logos of St Michael's hospice in Basingstoke (Image: Contributed)

With the new logo, the hospice said it has reimagined its 'visual identity, messaging, and overall brand strategy to resonate more deeply with patients, families, and supporters, reflecting its unwavering commitment to providing care and support to those facing life-limiting illnesses or experiencing bereavement'.

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The new logo is a modern evolution of the original Hospice Snow Goose.

The chosen emblem is often seen to be a symbol of protection, bravery and loyalty.

A spokesperson said: “In the wild, they fly in family units and if one falls behind or lands, the others will accompany it to ensure it’s safe and never left behind. St Michael’s Hospice believe the Snow Goose embodies the hospice’s unwavering dedication to be there for their patients and their families, providing care and support when they need it most.”

The hospice has also introduced a refreshed colour palette, typography, and visual elements to create a more cohesive and impactful brand presence across all touchpoints and communications with patients and supporters.

The updated messaging aims to better communicate the hospice's values, mission, and commitment to delivering free, high quality, compassionate end-of-life care and support to patients, their families and carers.

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Iain Cameron, chief executive at St Michael’s, said: “The refresh to our brand was long overdue, having been unchanged in more than 30 years. It is so important that our image remains modern and innovative, just like our services, but I know that we must stay sensitive to those who, so generously, support us.

“We therefore have decided to slowly evolve our new branding to avoid unnecessary expenditure, ensuring that our priority is caring for those living with a life-limiting illness in North Hampshire.

“We held many stakeholder sessions in the last year to gain feedback on our original brand and as a result, felt it was vital to keep our Snow Goose within the brand. The story truly depicts the very fabric of our ethos and philosophy that your local Hospice has become associated with.”