We are very excited to share our refreshed look! Since opening our Hospice doors in 1992, we have maintained the same brand and logo. As with many things, a lot has changed over the past 32 years, and our Hospice is no exception.

We are delighted to launch our modernised brand, marking a significant milestone in our Hospice’s continuous progression. The refreshed brand reflects our commitment to innovation, growth, and dedication to providing care and support when it’s needed most. Through an extensive internal reflection and market analysis process, we have reimagined our visual identity, messaging, and overall brand strategy to resonate more deeply with our patients and community.

One of the most noticeable updates is to our logo. The new logo is a modern evolution of our original Hospice Snow Goose.

The Snow Goose, our chosen emblem, is often seen as a symbol of protection, bravery and loyalty. In the wild, they fly in family units, and if one falls behind or lands, the others will accompany it to ensure it’s safe and never left behind. We believe the Snow Goose embodies our unwavering dedication to being there for our patients and their families, providing care and support when they need it most. That is why we also decided to include a second goose to fly alongside them.

Iain Cameron, Chief Executive at St. Michael’s said:

“The refresh to our brand was long overdue, having been unchanged in over 30 years. It is so important that our image remains modern and innovative, just like our services, but I know that we must stay sensitive to those who, so generously, support us. We therefore have decided to slowly evolve our new branding to avoid unnecessary expenditure, ensuring that our priority is caring for those living with a life-limiting illness in North Hampshire. We held many stakeholder sessions in the last year to gain feedback on our original brand and as a result, felt it was vital to keep our Snow Goose within the brand. The story truly depicts the very fabric of our ethos and philosophy that your local Hospice has become associated with.”