Moorfields bring together the Moorfields family with new cohesive brand

To increase accessibility for patients, service users and individuals with sight loss, we are launching a new brand that creates a unified visual identity and culture for everything we do at Moorfields.

We support people’s sight in many different ways. Our new brand amplifies the collective strengths of Moorfields services and brings together the Moorfields family: Moorfields Eye Hospital NHS Foundation Trust, Moorfields Private, Moorfields UAE, Moorfields Eye Charity and Friends of Moorfields.

We are all motived by our core belief that people’s sight matters and our new aligned brand will enable us to more effectively and consistently communicate with and engage our audiences to showcase how we improve people’s lives by working together to discover, develop and deliver the best eye care.

Our new brand identity

The new brand identity and messaging was chosen after considerable engagement with our staff, governors, foundation trust members and patients, carers and visitors. In total, over 750 people participated in online surveys and in workshops to develop and test messages and to share feedback on design concepts.

A part of this process included feedback on logo designs. All respondents favoured one overarching logo that unifies all Moorfields business units and partners. Directly below is the logo we will use to represent the Moorfields group:

Moorfields group logo

Each member of the Moorfields family will use the eye-inspired icon with their own colour:

Moorfields family logos

Accessibility improvements

Our patients may have already spotted our nursing teams showcasing the new brand on their new uniforms that have also been redesigned to make it easier for patients to identify staff.

Future ambitions

Alignment across our own divisions and with our partners is especially important as we increasingly work in partnership with the UCL Institute of Ophthalmology and Moorfields Eye Charity to further ongoing research and fundraising, and to bring Oriel to fruition, our joint venture with Moorfields Eye Charity and the Institute to deliver a new centre of excellence for eye care, research and education.

It will also enable us to position and differentiate Moorfields as the eye care brand of choice in care, treatment, research and education in the UK and globally.

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