Bliss, the national charity for special care babies, has launched a new brand identity, for the first time in ten years. The brand includes a new logo, strapline and website.

Bliss was established in 1979, and over the last 30 years has grown and evolved to become the only national charity that supports sick and premature babies and their families.

A rebrand was felt to be essential to better reflect the work of the charity today and its plans for the future.

Claire Pimm, Bliss’ head of communications, said, “Our new brand allows people to easily identify what Bliss does and who we are here to help. Bliss always puts babies at the heart of everything we do, and our logo now does just that too.”