A strategic redesign that humanizes, unifies, and gives voice to a diverse community
The Parkinson’s UK logo redesign, created by Red Stone, stands out as one of the most significant branding projects of 2025. Its impact goes far beyond flawless graphic execution—it’s a masterclass in strategic, emotional, and social design. Winner of the Bronze at the European Design Awards 2025 in the 101 — Company Logo category and recognized by numerous international awards, this project demonstrates how design can become a powerful tool for connection, clarity, and empowerment within a community living with a complex and varied condition.
From our perspective as a communication, branding, and visual identity agency in Barcelona specializing in graphic and web design, this project is an outstanding example of how to revitalize an institutional brand—making it more accessible, visible, and human. It’s a case study that blends deep research, social insight, visual sensitivity, and brand strategy.
A real challenge: visually representing countless life experiences
Parkinson’s UK is one of the UK’s leading organizations supporting people living with Parkinson’s. As diagnoses have increased, so has the need for services, information, and emotional support. Yet the brand had expanded without a unifying thread. The lack of a strong symbol diluted recognition and made it harder to foster cohesion among branches, volunteers, healthcare professionals, and researchers.
The question at the heart of this project was simple yet profound: How do you create a symbol that represents a condition with over 40 symptoms and such a diverse community?
The answer had to go deeper than aesthetics. Red Stone launched an in-depth research process—workshops, interviews, podcasts, time spent with local groups, and meetings at regional offices—to truly understand the emotional and practical needs of people with Parkinson’s and their families.
What they heard was clear: “We want improvements now. Not in the distant future.” Small daily wins matter just as much as major breakthroughs. This insight inspired the new brand proposition:
“Pushing for better. Right here. Right now.”
The brand needed to convey action, urgency, humanity, and hope. Above all, it had to be accessible and usable for everyone in the community.
The birth of a symbol: the search for belonging
One of the biggest challenges was to create a symbol that could unite the community under a shared visual language. Over the years, the previous brand architecture had become fragmented, and the organization needed a distinctive mark to reinforce clarity and recognition.
The creative exploration was extensive. Dozens of concepts, geometric approaches, visual metaphors, and symbolic ideas were considered—each validated through feedback from people affected by Parkinson’s, their families, professionals, and volunteers.
Ultimately, the answer was found in the organization’s own history: the Parkinson’s tulip, an international symbol since Dutch horticulturist J.W.S. Van der Wereld bred a variety to honor Dr. James Parkinson.
Red Stone reimagined this iconic symbol, integrating the tulip within the P of Parkinson’s to create a logo that is approachable, accessible, precise, and deeply human.
A symbol that balances heritage, clarity, and modernity
The new logo is a perfect blend of tradition and contemporary design. Three key attributes define its visual personality:
- Positivity: The integrated tulip is a warm, hopeful, and welcoming gesture.
- Precision: Clean lines, solid structure, and technical proportions reinforce professionalism.
- Flexibility: It works as a full logo or as a standalone symbol.
The brand uses the “P” as a container, but also allows for regional variations and adaptations for offices, local branches, campaigns, and social media. It’s an identity designed to grow without losing recognition.
Parkinsans: a typeface designed for everyone
One of the project’s most innovative elements is Parkinsans, Parkinson’s UK’s custom typeface. Designed by Red Stone, this font directly addresses the need for an accessible and universal brand identity.
Parkinsans is:
- visible — optimized for maximum legibility, even at small sizes;
- accessible — meets technical standards for users with visual or motor challenges;
- human — features subtle imperfections inspired by the lived experience of Parkinson’s;
- energetic — with a typographic rhythm that conveys movement and vitality;
- open — now available as an open source font on Google Fonts.
This means any volunteer, community member, or professional can create brand-consistent materials—even without advanced design tools. A strategic move that makes typography a core vehicle for visual identity.
An identity that reflects reality: good days, tough days, everyday life
With Parkinsans as its foundation, Red Stone built a flexible graphic system that includes:
- new composition dynamics,
- a more expressive color palette,
- a visual language inspired by the “ups & downs” of Parkinson’s,
- updated illustrations to address sensitive topics,
- a more emotional and direct tone of voice.
This system enables the organization to connect with diverse audiences while maintaining coherence. The previous brand had become rigid and hard to adapt; the new one is gutsy, bold, empathetic, and unmistakably its own.
Accessibility: the foundation of everything
“Being there for every Parkinson’s journey” demands an accessible identity—not as an option, but as an ethical imperative. That’s why accessibility was a core pillar of the redesign, influencing:
- typography,
- color contrast,
- structure,
- hierarchies,
- usage guidelines,
- resources for volunteers.
The result is an inclusive identity, with clear, flexible, and easy-to-use tools—regardless of the user’s technical skill level.
Impact: a brand for an urgent present
Since its launch in January 2025, the brand has been embraced by the UK community. The new logo and visual system serve as a symbol of unity, recognition, and positivity. It helps the organization become more visible, more recognizable, and more relevant at a time when support and research are more vital than ever.
Awards and international recognition
The new Parkinson’s UK identity has received numerous accolades:
- European Design Awards 2025 – Bronze (Branding: Company Logo)
- Creative Communication Awards (C2A) 2025 – Winner (Brand Identity / Branding)
- Better Future London Design Awards 2025 – Silver (Graphic Design – Identity & Branding)
- Creativepool Annual 2025 – Shortlisted (Brand category)
- Best Brand Awards 2025 – Gold (Logo & Identity)
Credits
- Agency: Red Stone
- Creative & Project Teams: Red Stone
- Client: Parkinson’s UK
- Country: United Kingdom
Conclusion: a masterclass in how graphic design can transform an organization
The Parkinson’s UK logo is much more than a redesign—it’s a statement of intent. An accessible, human brand deeply connected to the reality of its community. A symbol that unites, supports, and represents a brilliant strategic evolution.
For those of us working in graphic design, branding, and visual identity in Barcelona, this project proves that an institutional brand can be emotional, flexible, and effective—without sacrificing clarity or professionalism. Red Stone’s work is a benchmark for how design can support real causes, give voice to diverse communities, and build meaningful connections.
At a time when organizations need to communicate with empathy, clarity, and authenticity, Parkinson’s UK sets the standard for designing for the present. Right here. Right now.