Home Instead launches new brand identity

While the company has simplified its logo, its iconic tulip remains, signifying optimism and continual growth

Home Instead UK has revealed its new brand identity as it continues to expand its franchise network.

The brand update, which is being rolled out across Home Instead’s global franchise network, sees the term ‘senior care’ removed from the company’s name. This is to position the brand as being more inclusive and reflect the changing way people talk about older adults. Keeping the tagline ‘To us, it’s personal’, Home Instead’s shortened name will highlight that it doesn’t matter where clients or their loved ones are in their care journey: there is support available.

While the company has simplified its logo, its iconic tulip remains, signifying optimism and continual growth.

Since being established in the UK in 2005, Home Instead UK’s franchise network has grown enormously, now with over 225 franchise offices across the country. Collectively they deliver over six million hours of quality care to over 21,000 clients.

In 2020 the British Franchise Association (bfa) presented to Home Instead UK the HSBC GOLD Franchisor of the Year Award.

Martin Jones, CEO of Home Instead UK, says: “We’ve had 16 successful years of franchising, and we couldn’t be prouder of the network we have built in that time. This new brand identity is about moving into the future.

“Each one of our franchise offices plays a key part in its local community by helping elderly people stay at home and receive the care they need. We’re excited for this to continue, and our new brand identity is a reflection of that.”