It opened on the feast of St Joseph in 1974 and now Merseyside's oldest and largest hospice has a new brand identity to better reflect not just its origins but its location and purpose too.
The Thornton-based hospice known locally as 'Jospice' has a logo featuring its full name – St Joseph's Hospice – following a design process in which all the staff and trustees were involved.
The green design reflects the natural woodland surrounding the hospice while the simple heart shape around the name of the hospice captures the love, care and compassion which St Joseph's Hospice provides.
The new brand will feature initially on the hospice's digital channels and on signage at St Joseph's. It will be rolled out at its nine hospice shops when the existing signage needs replacing. Chief executive Mike Parr said: "As a charity, we want to be able to support as many people living with life-limiting conditions as possible and to offer them a wide range of specialist care and support services.
"In order to do this, we need to attract more funding, and a clear strong brand that is fit for the future and can stand alongside other hospices and charities will really help us to shout louder about St Joseph's Hospice and the fantastic long-term, specialised, end-of-life care provided by our nursing teams.
"Our new brand will be evolutionary rather than revolutionary as we roll it out as and when older materials need replacing in order that we don't incur any unnecessary costs."