Mental health, addiction and working-age adult social care provider says its new identity aims to ‘clarify its offering and reflect its holistic ‘whole you’ care model’.
Independent mental health treatment provider Priory has today unveiled a new ‘modernised’ logo as part of its efforts to ‘challenge outdated perceptions and move away from legacy associations with celebrities and wealth,’ it said in a statement today.
The rebrand is intended to ‘unify its health and social care services under one streamlined brand architecture and colour palette’ and be ‘both digitally-friendly and accessible,’ it added.
Chief executive Rebekah Cresswell said she hoped the change “helps more people connect with us and find the support they need”.
Priory said the new logo and architecture are ‘part of a wider drive to reposition the group and make services accessible to a greater number of people – challenging outdated perceptions and moving away from legacy associations with celebrities and wealth’.
The new brand architecture features two main logos – Priory and Priory Private Healthcare – developed in collaboration with colleagues from across the organisation, including input from lived experience partners, the provider said.
The new logo has retained the cyan and navy-blue from its existing colour palette, which it said signifies care and trust, and introduces a sans serif font in sentence case, while preserving the distinctive ‘o’ feature which represents holistic care, it added.
Priory provides health and social care services on behalf of the NHS and local authorities, alongside private healthcare, at over 270 sites to 24,000 people a year.