St John Ambulance launches bold new look
2 April 2007
St John Ambulance, the UK's leading first
aid charity, has revealed a fresh new look to better reflect the
organisation and its place in modern society.
Research carried out by Opinion Leader Research and independent
consultants revealed that many people showed limited awareness of
St John Ambulance's many services and the fact that they are often
at the heart of pre-hospital care. The charity has invested in its
charitable work over the last five years and the new visual style
is designed to make it easier for people to recognise and
understand the organisation.
As well as updating our logo, we've changed the way we talk about and present ourselves to show we are a vibrant and relevant force in today's society
Chief Commissioner, St John Ambulance
Harry Dymond, St John Ambulance trustee and long-term senior
volunteer, who led the corporate identity steering group, says: 'We
hope our new image will help the community we serve recognise us
more easily and interact with us so we can move closer to our
vision that no one should suffer for a lack of trained first
'In the past we haven't always been very good at letting the
public know what we do and our look across the 46 counties we
operate in has been inconsistent – but this will now change.
'As well as updating our logo, we've changed the way we talk
about and present ourselves, to show we are a vibrant and relevant
force in today's society,' he continues.
The white cross
The white cross, often referred to as the Maltese or St John
cross, has been associated with the organisation for centuries and
will remain part of the logo but it's now positioned within a black
circle to give it a stronger, fresher feel. The name of the
organisation now runs alongside in a bold, modern typeface. A
strapline 'Caring for Life' has been removed to give the charity's
name more prominence and to avoid confusion.
The black and white colouring, seen in the logos and traditional
uniforms worn by St John Ambulance volunteers remains but shades of
green, taken from duty uniforms, and a neutral brown have been
added to the colour palette to create a co-ordinated look that will
be seen in leaflets, websites etc.
The new corporate identity has been developed so people will see
and think of St John Ambulance as one single modern organisation.
The new look will make it easier for those who need help from St
John Ambulance to recognise the organisation and to see the extent
of the services on offer.
'We've got more to offer the community than you think', says
Harry. 'Our first aid work at public event is well known but we
have 44,000 professional volunteers of all ages who run training
courses and youth groups, assist the emergency services and help at
national disasters like 7 July 2005,' continues Harry. 'The new
look will help more people see how we're working right at the heart
of the community.'
The logo was developed by brand consultants, Glazer, from
initial proposals by the in-house St John Ambulance team. Glazer
also helped to make sure the new identity worked on all levels.
It launches on 2 April 2007 and will be rolled out over the next
four years to ensure that the new brand is in place before St John
Ambulance volunteers take their position alongside the London
Ambulance Service, providing medical cover at the London 2012
Olympics. The logo was last updated in 1968.