For Every MS. For Every Day: The MS Trust’s new strategy and brand refresh

We’re excited to share our new organisational strategy and brand identity – both designed with one clear focus: putting people with MS at the heart of everything we do.

Following the MS Trust’s merger with MS Research, Treatment and Education in late 2024, we knew it was important to evolve our organisational strategy, so it truly reflects our renewed commitment to supporting research. It had also been 18 years since our last brand refresh, which meant we had the perfect opportunity to look ahead and ensure the organisation is in the strongest position to support people with MS into the future.

For more than 30 years, we’ve been listening to the MS community. We know that from the moment of diagnosis, it can feel like control is whipped away and just trying to predict what today will be like can feel impossible. When treatment and support is fragmented and unpredictable too, life becomes even more challenging.

That’s why our new strategy is all about helping people feel more in control – today and every day. We will:

• Continue to provide the best possible trusted information and compassionate support to navigate your journey every day.
• Continue to play an active role in driving excellence, equity and consistency in the treatment and care of people living with MS.
• Deliver research into the things that matter most in the lives of people living with MS and translate that into action.

Whatever MS looks like for you, we will continue to be here. For every MS. Every day.

Looking back to where we began

When shaping our new strategy and brand, we looked back to where it all started. When friends Chris and Jill decided enough was enough and that people living with MS needed to feel more in control of their condition, the MS Trust was born.

Ever since, we’ve been working to demystify MS, and provide the best and most relevant information to everyone living with MS, whatever it looks like for them.
Since then, we’ve worked hard to cut through the confusion around MS, and to share clear, practical information with everyone affected – no matter what their own MS journey looks like.

Expertise from every angle. For every MS. For every day.

Because no two people’s experiences are the same – but whatever you’re going through, we’ll be here.

A brand that reflects life with MS

We’ve supported people with MS for years, but not everyone knows what we offer. Our new look is designed to be more accessible, welcoming, and relevant for everyone with MS and their families.

The refreshed visual identity reflects the unpredictable nature of MS. The new graphic elements capture the ups, downs, and changing rhythms of life with the condition, while our logo echoes the varied and sometimes unstable journey each person experiences.

But behind the new look, our purpose remains: to give everyone living with MS the knowledge and confidence they need to feel more in control of their MS today and every day.

Shaped by the MS community

Most importantly, this refresh has been shaped by the MS community itself. More than 1,500 people shared their thoughts and experiences with us. We ran surveys, focus groups, and one-to-one interviews to make sure we really understood what matters most – both about the MS Trust and about life with MS.

Looking to the future

Our new look and organisational strategy sets us up for the road ahead. We’ll keep providing the very best information and support to help people navigate MS every day. We’ll work to drive excellence, equity, and consistency across MS treatment and care. And we’ll continue to power research into the issues that matter most to people living with MS – making sure those insights are turned into real action. With this renewed focus, we’re here for the MS community, for every MS, every day.

*Huge thanks to our ambassador Richard Sprenger for providing the voiceover for the above video.