What's changed?
We have a strong new visual identity – including a redesigned logo, a fresh brand colour and unique fingerprint imagery, reflecting the individuality of every person’s experience of MND.
We have a new set of values rooted in what you need from us and driving everything we do. We’ll be working differently – making every day count by thinking big, being determined and gaining strength through collaborative working.
And we’ll be using the authority we’ve earned and our bolder approach to inspire passion in supporters and partners, current and new.
How were people affected by MND involved in the rebrand?
More than 5,500 people shared their thoughts about us: people affected by MND, supporters, volunteers and people who didn’t know us at all – yet.
As well as a survey to people with and affected by MND and supporters, and volunteers and staff, we also held workshops and face to face sessions. All these groups were asked for their thoughts on our brand, what the Association means to them, how they engage with us and what they expect from us in the future.
We didn’t have any preconceived ideas when we started asking people what they thought of our brand – we were very reliant on what people told us to help us make important decisions.
We heard that:
- Our name is recognisable and helps people feel part of a cause and has gravitas
- Our previous MND Association colours – blue and orange – are similar to others in the sector and, particularly online, don’t show up in the way they should
- Our previous logo didn’t stand out enough or make people want to find out more. In fact, when we showed it to a group of people alongside the logos of similar charities, ours was the one which the fewest number of people felt compelled to find out more about
- Our name isn’t always linked to the services we provide
- Our personality reflected in our previous brand felt ‘corporate’, ‘cold’, ‘dated’ and ‘inflexible’
- People felt our brand was ‘compassionate’, ‘caring’ and ‘understanding’, but also needed to be ‘outstanding’, ‘innovative’ and ‘fast-moving’.
All of the responses we received have fed into this work and other Association priorities which are now underway.
Why now?
We’ve launched a five year strategy with bold ambitions – to find tomorrow’s treatment, to influence high quality care and to ensure everyone affected by MND has the care and support they need when they need it.
To do that effectively we need a brand that stands out, engages and inspires people.
About our film
Our film, With MND, Every Day Matters was created to capture the energy, spirit and resilience of the MND community through real, everyday moments.
From the beginning, the film was shaped hand‑in‑hand with the MND community. It brings home the preciousness of every day through a collection of moments shot with, and by, members of our community – from people with MND through to professionals funded by the MND Association.
The narration, voiced by our supporters, was created from insights shared by people affected by MND and we are privileged to feature their home videos, photos and personal footage throughout the film.
Who can I contact with questions?
Get in touch:
Tel: 01604 250505
Email: enquiries@mndassociation.org