St John Ambulance, the UK’s leading first aid charity, reveals a fresh new look to better reflect the organisation and its place in modern society.

The new visual identity was created by brand consultants Glazer who have been working with the in-house St John Ambulance team, for the last 12 months, to ensure that the new identity works on all levels from signage, livery and uniforms to web and literature applications. It launched on 2 April 2007, and will be rolled out over the next four years to ensure that the new visual identity is in place before St John Ambulance volunteers take their position alongside the London Ambulance Service, providing medical cover at the London 2012 Olympics. The identity was last updated in 1968.

David Bennett, Senior Designer at Glazer says: “We are confident that the new identity will help raise the profile of St John Ambulance and help portray it as a more dynamic and modern force. I feel particularly privileged to have been handed the responsibility for modernising an identity that can trace its roots back to the Knights Hospitaller, over 900 years ago!”

Harry Dymond, St John Ambulance trustee and long-term senior volunteer, who led the corporate identity steering group, says:

"The new corporate identity has been developed so people will see and think of St John Ambulance as one single modern organisation. The new look will make it easier for those who need help from St John Ambulance to recognise the organisation and to see the extent of the services on offer.”

The black and white colouring, seen in the logos and traditional uniforms worn by St John Ambulance volunteers, remains but shades of green, taken from duty uniforms, and a neutral grey have been added to the colour palette to create a co-ordinated look for the web and literature applications.

http://www.sja.org.uk/sja/