Parkinson’s UK rebranded to better reflect community needs

The charity exists to support the 150,000 people in the UK affected by the neurological condition. Its project with London-based creative and brand agency Red Stone led to a new brand proposition: ‘Pushing for better. Right here. Right now.’

In order to truly grapple with the needs and challenges of those affected by Parkinson’s, Red Stone consulted over 1,000 people throughout the process. Resulting in a recognition that today’s small victories matter as much as future breakthroughs, the new brand strategy – for every person living with Parkinson’s to live better today – was devised.

From there, it was felt a new brand symbol was required to raise greater awareness. This was achieved through the adoption of the Parkinson’s tulip, which has been an internationally recognised symbol for the condition since 2005.  

Other additions included Parknisans, the charity’s very own, open-source typeface. Designed with accessibility in mind, the font takes cues from the new logo, and hopes to offer a human touch. This is backed up by an energetic, gutsy tone of voice, a flexible colour palette and an empowering graphic system.

Red Stone’s creative strategy director, Chris Davis, says, “Our approach to the brand strategy and visual identity has always been driven by the evolving needs of the charity’s diverse audiences. After extensive research with people with Parkinson's, volunteers, researchers and the wider Parkinson's community, we created a proposition and symbol for everybody to get behind. The brand is packed with personality, and we can't wait to see Parkinson’s UK and the Parkinson's community bring it to life.”