Birmingham St Mary’s Hospice has unveiled its new look in a bid to grow its profile and raise awareness about the invaluable services it provides in the community.

The charity’s updated new look features a bright pink colour which staff and volunteers have named ‘Pearce Pink’ in tribute to founder of the hospice, Monica Pearce. The logo, an evolution of the previous butterfly emblem, is a continuous loop symbolising a lifeline.

Tina Swani, Chief Executive at Birmingham St Mary’s Hospice, said: “The brand was inspired by the experience of the people we support – people with life-limiting illness and their families, carers and loved ones. Many of them describe Birmingham St Mary’s Hospice as a ‘lifeline’ so our logo was designed to represent just that.

The vibrant new look now appears on the front of the Hospice’s base in Selly Park where it runs an inpatient unit, day hospice services and an education and research centre. Its 16 charity shops will be updated to the new look in the coming months.

The charity is also keen to educate people about hospice care and to break down barriers that might stop people accessing its vital support.

Tina Swani added: “We had a debate about whether to keep the word ‘hospice’ in our logo. It can have negative connotations for some and doesn’t get across the full range of care and support we provide.  We concluded we should be upfront about being a hospice and take the opportunity to teach the public and professionals about everything a hospice does to support people and families living with life-limiting illness. I’m delighted to be launching this bold new look and very proud to call ourselves a hospice.”

As people are living longer and with a wider range of life-limiting conditions, hospice care will become a lifeline – helping people to live better with illness and offering family members support during death and bereavement. With its bold new look, Birmingham St Mary’s Hospice strives to reach even more people, providing care wherever and whenever they need it.

To see the Hospice’s new look or to find out more about its crucial services, visit the website at or Twitter @brumshospice. 


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