Our brand

Our brand is our identity. It’s what people think of when they think of St John Ambulance.


It’s important to have a strong brand that people recognise. It helps to unite people who work for us and inspire those who support us. So we need to keep our brand identity fresh, modern and consistent.


We've recently had a ‘brand refresh’, and this resource site will help you to get to know the updated brand identity. (We’ll be rolling out a new resource site as part of the brand refresh at a later date).


The refreshed brand identity will help people understand that St John Ambulance is professional and relevant. It will support our messages about all the work we do, from our educational resources and work with the NHS, to volunteering and training. As part of the brand refresh we've also updated our tone of voice, to ensure we sound as confident and engaging as we look.


We’re really proud of our new brand identity. The more people understand us and our work, the more lives will potentially be saved. So get inspired and get the St John Ambulance message out there!


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