Baby loss charity Sands has unveiled its first brand refresh in a decade to create “a tone of voice that feels more like a conversation than a campaign”.

The still birth and neonatal death charity has updated its branding to create a visual identity “that’s brighter, more modern and inclusive, coupled with a new “simple and warm” logo that has tested well among long time supporters and new audiences.

It is hoped the brand refresh will help the charity reach more people who need support following the loss of a baby and make its messaging clearer.

The new logo sees a speech bubble, shaped in a heart and with a subtle reference to an infant shape, emerge from the charity’s name.

The brand refresh follows 18 months of consultations and work with branding experts. As part of this process, it received 10,000 pieces of feedback and the charity was supported by consultancy The Team.



“Right from the start, we knew this wasn’t just about design or logos,” said the charity’s director of income and engagement Daniel Brett-Schneider.

“It was about reflecting who we are as a community and doing that in a way that truly lives our values: being person-centred and evidence led.

“That’s guided us at every step, from the earliest conversations and research, all the way through to today as we begin to share the renewed and strengthened Sands brand with the world.

“It’s been more than a decade since we made any major changes to the brand, and in that time, a lot has changed - in the wider world and at Sands.”

Sands Trustee Sarah Threadgould added: “As a bereaved parent, a Sands trustee, and a communications professional, I’ve been deeply impressed and reassured by the care and rigour taken throughout this project.

“What’s emerged is a brand that not only reflects the compassion and warmth that have always defined us, but also gives us a clearer, stronger voice to drive change.”

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