Priory, the largest independent provider of mental health, addiction and working-age adult social care services in the UK, has today (5 May 2026) launched a refreshed brand identity, designed to clarify its offering and reflect its holistic ‘Whole You’ model of care.
The new identity introduces a modernised logo, unifying its health and social care services under one streamlined brand architecture and colour palette which is both digitally-friendly and accessible.
Rebekah Cresswell, chief executive of Priory, said: “Our new look and feel is a great reflection of the Priory we are today, and the compassionate, expert care and support our colleagues provide every day.
“We’re proud of our heritage and the wide network of services we have built across the country, and we hope this change helps more people connect with us and find the support they need.”
Priory provides health and social care services on behalf of the NHS and local authorities, alongside private healthcare, at over 270 sites to 24,000 people a year – supporting people from all walks of life and levels of need.
The new logo and architecture are part of a wider drive to reposition Priory and make services accessible to a greater number of people – challenging outdated perceptions and moving away from legacy associations with celebrities and wealth.
For its private mental health and addictions services, Priory has developed its own model of care. Known as the Whole You model, this approach ensures every aspect of a person’s health and wellbeing is considered during their treatment – from their physical and emotional health, to their relationships, social experiences and sense of purpose.
The starting point for our brand evolution was our purpose ‘Live your Life’ – which is all about supporting people with their quality of life and independence. Our vision is to ensure we deliver great outcomes for every person in our care, and that we do this with compassion and innovation.”
Reflecting a more contemporary, caring feel, the new Priory logo has retained the cyan and navy-blue from its existing colour palette, which signify care and trust. It also introduces a sans serif font in sentence case, while preserving the distinctive ‘o’ feature which represents holistic care.
The streamlined brand architecture features two main logos – Priory and Priory Private Healthcare – developed in collaboration with colleagues from across the organisation, including input from lived experience partners.
With sustainability remaining an important part of the Priory culture, the new brand identity will be phased in gradually, with existing materials replaced as they reach the end of their usable life.