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Our new look

Our association exists for one simple reason: counselling changes lives. This core principle is so fundamental to us that we've incorporated it into our new logo, and in doing so, placing the message that counselling changes lives at the very heart of our identity.


We're already using this logo on our website and on some of the letters, emails and documents we send you. As the year progresses, our new look will gradually replace the current one, and will continue to evolve as we develop over time and incorporate your feedback.

Our identity

Throughout its history, our association has adapted the way it presents itself in order to remain relevant and effective in a changing world. We've updated our logo a few times during our 40-year history. You may remember the monochrome circle logo that dates back to the early days of the association, or the blue and brown yin and yang-inspired design of later years.

Why change now? 

In the 12 months leading up to April 2016, we undertook a strategic review of our mission, values and objectives. We consulted with you to find out what you wanted from us and how we could best support you. This feedback resulted in our new strategy, a restructure of our business and a reprioritising of our resources. 

As part of this major project of improvements, we recognised the importance of having a robust and consistent visual identity, in order to support us in achieving our strategic intents. We want to build on our work advising and informing national and international policy, as well as work harder to raise awareness of BACP and the profession more generally. In order for us to achieve these aims effectively, we need to look and sound credible, confident and consistent. 

What it means for you

New logos are available to Registered Members, Accredited Members, Senior Accredited Members, Accredited Services and Accredited Courses to use to promote your work to the public. Your new logo incorporates the same information as your current one, but has been updated to reflect our new look. 

You can download your new logo from the members' area. If you have an entry on our Find a Therapist directory, your logo there has also been updated.

When you have downloaded your new logo, you'll be able to start using it on your own website and stationery. Don't worry if you have stationery printed with your old logo on, or you're not able to update everything straight away. Here at BACP HQ we're hoping to have completed the changeover to our new look by the end of 2017, and if you could aim to do the same thing that would be really helpful.

Find out more about using your new logo by reading our guide to promoting your membership using designatory letters, logos and certificates.

A bold new colour scheme

Like our logos, the colours we've used on our website and in our printed literature have evolved over the years. In the past, blues, browns and pastel colours have predominated. Our new colour scheme brings together some fresh, bold principal colours and some more subtle secondary hues. You've probably noticed that we've already started using these colours in your monthly News E-bulletin, on this website, and in Therapy Today. Later on this year, you'll also start seeing them on the letters we send you, on your certificates and on your membership card.

Our principal colours include rich, dark purple and a warm, eye-catching 'rubine red':


Our secondary colour palette introduces some more subtle hues:


Accessible typefaces

We've chosen the new typefaces to accompany our new look for their accessibility, clarity and character. Each of them has been designed to be easily readable at small sizes and to be equally attractive and legible in print and online.

Click on the link below to view a downloadable pdf document featuring our three new typefaces: Lexia, Aller and Trebuchet. We're very keen to get your feedback on the readability of these typefaces, particularly if you're partially-sighted, dyslexic, or sometimes have difficulty reading text online or in print. We'd be very grateful if you could take a look at this document on your screen, or print it off using your home printer, and let us know if you experience any problems reading any element of it clearly. Share your thoughts by following the 'submit feedback' link at the bottom of this page.

pdf file  New Look Typefaces (0.22Mb

More to come

Our new logo, colours and typefaces are the three most noticeable elements of the new look that will support us as we work towards achieving our strategic intents. Next year, you'll also start to see a new approach to using photography, with a move towards showing 'real' people in their natural environment and fewer staged photographs posed by models. 

More generally, we'll continue to explore how we can make our resources more relevant and engaging to both our members and the public. As we're doing this, we're extremely grateful for your support, encouragement and feedback.

What next? 

We'll continue to update you via the BACP round-up pages of Therapy Today, your monthly news e-bulletin, our Twitter feed and our website.


As we continue to work on our new look, alongside a major redesign of the BACP family of websites, we are delighted to receive your ideas or comments. Let us know your thoughts on our new look, or tell us what you want from the new site in terms of content, design or functionality. We read all of your messages and your feedback is hugely valuable to us.

Submit your feedback