Forever Friends Appeal, the charity of the Royal United Hospitals Bath has carried out its first rebrand in 23 years.

The charity is from this week being called RUHX with a new logo and messaging, following consultation with supporters, staff and volunteers.

This includes the promotional strapline “go the extra mile for people in our community”.

“Our charity has not updated its brand since it launched in 1999, and we felt now was the right time to review how we connect with our audiences and bring the public’s understanding of the charity up-to-date,” said the charity’s head Rhyannon Boyd.

“The ‘X’ in our new name is designed to focus people’s attention on the ‘extra’. The extra extraordinary work the RUH does with our support.”

RUHX worked with two Bath-based agencies, The House on the new brand strategy, and Honest Studio on the new charity branding.

The charity supports the work of hospitals in Bath that have a catchment area of 500,000 people in the historic spa town as well as surrounding areas in Somerset and Wiltshire.

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