New branding for veteran's charity

Royal Star & Garter has revealed a new name and logo. The charity, which provides care for ex-servicemen and women and their partners living with disability or dementia already has three care homes and plans to reach out to more veterans through a range of new services.

It pledges to at least double the number of veterans it supports and to continue rising to the challenge of caring for veterans living with dementia. As a result, Royal Star & Garter is introducing a string of new services.

The Star & Garter Day Care service has been running in Solihull since November 2017, allowing the charity to extend its nationally recognised care, activities and therapies to veterans who do not currently need residential care but are looking to enjoy activities and socialise. Such has been its success that the service will be rolled out to its homes in Surbiton and High Wycombe.

It is developing a home care service and plans to open a bespoke residential service for younger disabled veterans, which will also support them to build employment skills.

Royal Star & Garter has adapted its name to reflect that it now offers a range of services to the military family, in addition to residential care homes.

A stripped-back logo remains rooted in its 100-year history but is much simpler and all-gold in colour which will ensure it is easily identifiable. The accompanying strapline ‘Care with courage’ represents its commitment to always doing the right thing and to making the right decisions however difficult, to ensure the very best levels of care.

The charity worked with Open Agency, an independent creative agency, and brand strategist Mark Radda, carrying out market research and seeking feedback from residents, relatives, staff, donors and its governing body.

Caley Eldred, director of supporter engagement at Royal Star & Garter, says: “Following a long and detailed consultation, we are proud to reveal our new brand. It reflects how we are evolving and expanding to care for more veterans and their partners than ever before. The values encompass the work we have done so well for so long, and what we will continue to do – working and living as one team, one family, one community.”