An end-of-life charity has rebranded in a bid to modernise its identity and reaffirm the place it holds in the hearts of its service users, the charity said.

St Teresa’s Hospice, based in Darlington, County Durham, has updated its brand identity by introducing a new logo, a revision of its existing “tree of life” imagery.

Nicola Myers, chief executive of St Teresa’s Hospice, said the rebrand coincided with the recent launch of the charity’s three-year strategic plan.

“Our new look reaffirms St Teresa’s Hospice’s unique identity and the special place it holds in the hearts of those we help,” Myers said.

“We believe it is the ideal time to refresh our brand, coinciding with the recent launch of our exciting three-year strategic plan, and I’m delighted with the result.

“However, we are very mindful of the difficult economic climate we’re facing, so it was vital the redesign, and the subsequent rollout across the charity, is done in an efficient, cost-effective manner.”

The charity declined to comment on the rebrand’s cost, which was developed in-house by marketing lead Beccy Myles.

Myles said: “In redesigning our brand, I took the lead from our core hospice values: providing a welcoming space, dedication to care, compassion in all we do, supporting people at every stage, and ensuring excellence.

“As Nicola said, it’s come together really well. I’m confident that our new look reflects these values and the fantastic work our frontline staff deliver on a daily basis.”