Miscarriage Association unveils new name and brand identity

The charity, now known as Miscarriage UK, changed its name to signal a clearer national identity. Miscarriage UK teamed up with communications agency Shape History to create a new brand under the central idea: ‘held together.’

The rebrand comes at a pivotal moment in the UK where one in four pregnancies end in loss, and one in five lead to miscarriage. Under the name Miscarriage UK, the charity ensures that everyone affected can access trusted information, support and validation when they need it most.

The ‘held together’ tagline stems from crochet tiles knitted together, creating a visual identity that implies every experience of loss is held within something bigger. Each shape represents a story and, when put together, forms a patchwork, like a warm knitted blanket. 

“Miscarriage can be deeply isolating, but the right support can create a moment of connection,” says Hannah Johnson, chief partnership officer at Shape History. “We wanted the identity to communicate both truths: that every journey is individual, and that nobody should have to go through it alone.”

To develop this rebrand, Shape History’s role spanned brand research, audience insight, strategy, visual identity and verbal direction. These elements were brought to life through a brand book and reimagined website. 

A new colour palette introduces deep warm tones used in crochet squares in contrast with light pastels, providing comfort without losing clarity. Using a primary and secondary palette allows for expression though colours that can be toned down when necessary. 

The crochet patterns themselves start with eight simple shapes, combined to form layered patterns. These patterns visualise the different experiences of miscarriage coming together.