Club Doncaster Foundation unveils new brand

The new brand has been carefully developed to better reflect the Foundation’s charitable status, values and ambition. While remaining proudly connected to Club Doncaster and its sporting heritage, the refreshed identity provides greater clarity about the Foundation’s role as an independent charity dedicated to social impact, inclusion and opportunity for all.

At the heart of the refresh is a new logo that represents both strength and care, reflecting the Foundation’s unique position within the local community. As the charitable arm of Club Doncaster, the Foundation is able to harness the power of sport, community trust and local partnerships to reach the people and places that need support most. The new identity captures this balance, signalling professionalism, purpose and compassion.

Over recent years, Club Doncaster Foundation has continued to grow the breadth and reach of its work, supporting thousands of people through programmes focused on education, health and wellbeing, inclusion, employability and community cohesion. The branding refresh comes at a time when demand for these services has never been greater, and when the Foundation is committed to playing an even bigger role in supporting Doncaster’s communities.

The refreshed brand provides a clearer, more confident platform to tell the Foundation’s story, celebrate its impact and strengthen relationships with partners, funders, schools, community groups and supporters. It also ensures that beneficiaries, stakeholders and the wider public can more easily recognise the Foundation as a registered charity with a clear social mission.

Jamie Walman, who led on the re-design of the logo, commented: “The icon evolved from an initial idea to subtly use the shape of a sticking plaster, which signifies care, healing, help and, more generally, the feeling of making something better. The final icon shape is made up of the plaster, split into two solid segments, with a heart in the negative space in the middle.”

Importantly, the refresh is not about changing who the Foundation is, but about expressing it more clearly. The values that underpin the charity, collaboration, integrity, inclusivity and ambition, remain unchanged. What has evolved is how those values are communicated, through a visual identity that is modern, accessible and fit for the future.

The new brand will be rolled out gradually across programmes, communications and community settings over the coming months. It will sit alongside the Foundation’s continued focus on delivering high-quality, meaningful projects that make a tangible difference to people’s lives.

As Club Doncaster Foundation looks ahead, the refreshed brand represents renewed ambition: to reach more people, strengthen partnerships and use its unique position to create lasting, positive change across Doncaster. The new identity is a clear signal of intent, a charity proud of its roots, confident in its purpose, and committed to improving lives now and for generations to come.

Natalie Shaw, Chair of Trustees, commented: “Our new brand is more than a visual update; it’s a renewed expression of our mission, our values and our ambition. It reflects the energy, compassion and commitment that sit at the heart of everything we do.”

The Foundation’s channels will see a gradual change to reflect the new branding as it builds towards the launch of its 2026–2031 strategy.