Arthritis UK Brand Evolution Project

In October 2025, our charity delivered a comprehensive rebrand taking us from Versus Arthritis to Arthritis UK – an endeavour spanning name, visual identity, tone-of-voice, messaging, photography, illustration and other assets including our entire digital estate.

This major programme of work was informed and guided at all stages by rigorous research, insight and the close involvement of people living with arthritis, volunteers, health and care professionals, and researchers.

Within 6 months, we achieved successful growth in our active supporter base and increased awareness of both the charity and of the need to position arthritis as a major public health priority. Early data also indicate positive impacts on income generation.

The decision required tremendous courage, as the Versus Arthritis brand had been created relatively recently for an organisation with a 90-year history, following a merger in 2018. But data showed this legacy identity wasn’t resonating with audiences, forming a barrier to engagement despite the growing need for our information and support. Plus evidence suggested it would continue to hinder our progress – unthinkable given our charity’s focus on sustainability and growth to extend our reach and impact. So, we took this critical step.

As current custodians of our charity, we believe this rebrand will help us better serve the 10 million adults, young people and children in the UK who live with arthritis for many years to come. We are proud to have delivered a powerful and resonant new brand – one that clearly sets the tone for a future.