The future and the past are orange for a £6.7m medical research charity which has today revealed its new look.
Muscular Dystrophy UK has undergone a brand refresh to “help reach and support more of the 110,000 people in the UK living with one of over 60 muscle-wasting and weakening conditions”.
And it has recruited the son of superstar film director and actor Lord Richard Attenborough to narrate a new promotional video.
A press release said the new look was “same name, still orange but with a much clearer, bolder and stronger brand”.
It added: “The charity’s main objective was to ensure people hear about them and when they do they are clear about who they are and what they do.
“Having carried out extensive work to review the previous brand, whilst they found it had elements that worked well, it didn’t present a clear picture of who the charity was today and wasn’t as accessible and inclusive as it could be.”
The release said: “The charity has also been developing its new three-year organisational strategy, so felt it was the right time to review its brand.
“The charity involved members of the community throughout the process, including people living with conditions, healthcare professionals, researchers, supporters, staff and volunteers, alongside brand specialist Dan Dufour who has over 20 years’ experience of charity branding.”
Michael Attenborough CBE, a long-standing supporter of the charity, as was his father Lord Richard, narrates the new video.
Catherine Woodhead, chief executive at Muscular Dystrophy UK, said: “We’ve already made great advances that would have been unthinkable just 10 years ago and we’re determined to go even further and faster.
“This will enable us to engage and inspire more people going forwards and support our sustainability and growth.”
The refreshed brand is now live on the charity’s website and across social media channels and will be used at larger fundraising events.
The charity added: “Other materials will be updated in the coming months as Muscular Dystrophy UK uses up its current stock to minimise the environmental impact and roll out the refreshed brand in the most cost effective and efficient way possible.”