Diabetes UK unveils new brand identity

Diabetes UK is introducing a new brand identity and strapline to try and build awareness of its work as the number of people affected by diabetes in the UK rises.

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The new look, which replaces the previous pink colour scheme with blue in a bid to differentiate it from breast cancer charities, will be rolled out across the charity’s website, publications and all other materials from 1 February.

The organisation believes the new identity and “Care. Connect. Campaign.” strapline will be fundamental in raising its profile.

Type 1 and 2 diabetes currently affect 3.7 million people in the UK and account for 10% of the NHS budget. More than five million people are predicted to have diabetes by 2025, the charity says.

CEO Barbara Young says that because the organisation faces such a tough challenge, it needs a strong brand to make more impact.

Young believes that diabetes is the biggest health issue facing the UK and the NHS and hopes that by reinvigorating the Diabetes UK brand and being more vocal in its awareness raising, fundraising and lobbying efforts the condition will be regarded with the same seriousness as heart disease or cancer.

She says: “We now have more emphasis on standing up and being counted and levering change. There is a huge rising need [to prevent and treat diabetes] and not enough is being done. We need to get bigger, get stronger and get tougher.

“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. We face the enormous challenge of addressing a huge increase in people living with diabetes and a shocking number of people who develop life-threatening complications such as heart disease, stroke, blindness, kidney disease and amputation. A tough challenge like this needs a strong brand.”

The charity will also take a “more sustained” approach to campaigns than it has in the past, when campaigning has been short lived. Young has set out clear goals for two campaigns Diabetes UK is launching this spring and it will continue to campaign until they are achieved.

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