Introducing St Oswald's Hospice as you have never seen us before

Our new brand identity reflects what we consider St Oswald’s to be – an inclusive, safe, loving environment for patients, their families and friends.

 Watch our story…

For over 30 years, St Oswald’s Hospice has been offering specialist care and support to our local community. Our current logo was introduced in 2000 so has been in existence for almost 20 years. We thought it was time for an overhaul, so we have worked with creative agency Drummond Central to review our marketing and branding offer to ensure it reflects our ambitions and vision for our future. James Ellam, our CEO, said:

Our new branding captures the spirit and ambition of our organisation and delivers a new brand identity that everyone within the hospice will wear with pride for years to come.

As well as extensive research with Drummond Central, our new emblem is heavily inspired by our 30th Birthday mosaic which was created by patients, families, staff and volunteers.

They were asked what St Oswald’s meant to them and we’ve taken these special elements from the mosaic to create an emblem which is highly personal to St Oswald’s Hospice. Part of the elements we’ve used are:

 • A rainbow – a symbol of hope, inclusion and serenity.

• An Ash tree at the centre – the ash tree is known as the tree of life and symbolises our heritage (our past), our present and our future. It’s a safe, sturdy centre from which everything grows and develops.
• Flowers – the emblem includes a few different shapes of flowers including forget-me-nots which symbolise our belief in creating memories and moments to share, quality time for everyone, no matter how long that time is. The lily/heart flower is about the person being at the heart of what we do and seeing the person, not the illness.

Our emblem is very natural and nature based. Something patients tell us they love about St Oswald’s and find comfort from.

The new branding will be rolled out over the coming months and will be completed in an efficient and cost-effective manner. Steph Whitehead, Head of Communications and Marketing at St Oswald’s Hospice said:

The new brand marks a new chapter for St Oswald’s Hospice. We know how to communicate what we do in a way that unites everything under one brand, all working towards the same goal and ambition for the future. The new branding represents our people, our passion and story wonderfully.

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