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Ashgate Hospice > Brand
Compliments, complaints and comments

Frequently asked questions

New brand
Why is Ashgate having a new brand and why now?

It is really important that wherever people come into contact with Ashgate – for example by experiencing our care, receiving bereavement support, fundraising for us or taking part at an event, applying for a job or choosing to volunteer, buying a coffee or donating items to us – that they know that they are supporting Ashgate and are helping us to do more for end of life and palliative patients in North Derbyshire.

Why is the logo changing?

The new logo will make us hard to miss, and it still keeps our much-loved heart design.

The logo now includes some of the sparkly pink from our much-loved annual Sparkle Night Walk event. The font is also much easier to read in line with our aim to be as accessible to everyone as possible.

New logo with heart and Ashgate Hospice

Why is Ashgate no longer using the word ‘hospicecare’?

We will now be ‘Ashgate Hospice’ rather than ‘Ashgate Hospicecare’ - with the aim of making everything as easy to understand and clear as possible.

The term ‘hospicecare’ was confusing to many people and has not been widely used – even by our own staff and volunteers when describing who we are! We are still generally referred to as ‘Ashgate Hospice’, internally and out in the community.

Won’t it cost a lot of money to change the branding?

To keep costs down not all the changes will happen overnight – with shop fronts and workwear being changed gradually over time.

But more importantly still, we think our new brand will help us raise more money and provide more care because it will allow us to increase our impact. Our new website featuring the new brand is just one example of our new brand in action.

When will you change the branding of shops, coffee shops and vehicles?

This will happen gradually over time as we are taking a cost-conscious approach.

Where can I feedback my thoughts on the new brand?

You can email our Marketing and Brand Manager, Rebecca Littlewood, on [email protected] or use our online feedback form.