Arohanui Hospice has introduced a refreshed brand, including a modern version of the iconic logo which has withstood the test of time since it was introduced in approximately 2000.

Chief Executive Clare Randall explains that just as Arohanui Hospice has evolved as an organisation, so too must the brand.

“This is our first ever brand refresh in our 30 year history. A lot has changed in those 30 years, including, switching to digital platforms, the increase in the diversity of services we offer and how we deliver them. This brand and logo refresh reflects the journey on which we’ve been and works across all platforms.

“Arohanui Hospice started as a small cottage Hospice, thirty years on, we have grown into a large, dynamic operation with over 120 employees and 700 volunteers. We are proud to have built and retained strong brand recognition and value. It is fair to say that the community has come on this journey with us and their support is as strong today, if not stronger, than at inception.

“We are confident that our brand recognition will remain with this refined logo, as the key elements that connect our community to us are still very much intact,” says Clare.

“Alongside the refreshed logo, we have introduced new colourways which will be used to highlight the different areas of our services, helping to showcase the variety of work that is essential to us providing our care.”

• Blue highlights clinical areas.

• Teal will reflect our family support, grief and bereavement services.

• Yellow will be used for education services.

• Watermelon will be used across fundraising, community engagement and shops.

• Green will be used for the longstanding Farming for Hospice fundraising programme.

“As a charity, cost is of course something that we have at front of mind when undertaking an exercise like this. We are grateful to our design partners, Mirage Visual, who have supported us by investing their time and expertise in this project at minimal cost.

Sam Blenkiron, Director at Mirage Visual, is proud to have partnered with Arohanui Hospice.

“We are honoured to have had the opportunity to work alongside our charity of choice to refresh their brand and are proud of the final look and feel. We know how much impact Arohanui Hospice has within the community and what a professional organisation it is, we feel the refreshed brand reflects this.”

To further aid in reducing costs, the roll out will be staged and on an as needed basis.

Clare explains for our community, the biggest change will come later in the year as we look to roll out the brand across our shop network in Palmerston North, Feilding, Levin and Ōtaki.

“In rolling out a uniform look, the shops will unite under the watermelon colour and we intend to create a cohesive, recognisable look and feel across the whole region.”