Same support. New look. Because every loss matters.
Today (2 June 2026), the Miscarriage Association unveils a new name and brand identity – Miscarriage UK – following extensive research and co-creation with people affected by miscarriage, ectopic pregnancy and molar pregnancy, alongside healthcare professionals and key supporters.
While our name and look are changing, our vision remains the same: where every miscarriage is recognised and met with knowledge, compassion, and understanding. Where no one has to go through it alone, and no one faces it in silence.
For more than 40 years, we have provided trusted information and compassionate support for people affected by miscarriage, ectopic pregnancy and molar pregnancy. While our previous visual identity had been in place for over 15 years, the new brand reflects how experiences, conversations and support needs around pregnancy loss have changed during that time and how we must continue evolving alongside the people we support, including being a voice for change.
The rebrand follows a wide-ranging programme of focus groups, workshops and audience research exploring how people experience miscarriage in the UK, the barriers that can prevent people seeking help, and what they need from a pregnancy loss charity now. Of those consulted, three quarters agreed a name change was needed.
Throughout the research, people repeatedly described feeling isolated, unseen and unsure where to turn after pregnancy loss. Many spoke about the world moving on while they were still grieving. Partners shared that they often felt invisible in conversations around loss, while healthcare professionals highlighted the challenges of providing emotional support alongside clinical care.
The findings showed a clear need for a charity that combines expert information with warmth, empathy and advocacy, not only supporting people through loss, but also helping drive change in healthcare, workplaces and wider society.
Alongside our new identity, we are also launching a redesigned website with clearer navigation, improved accessibility, language translation and more flexible ways to access support and information. The research showed that many people feel overwhelmed in moments of crisis or distress and need simple, reassuring guidance first, with more in-depth information and community support later on. The new website has been designed to better support people throughout that journey.
The new visual identity, Held Together, is inspired by connected crochet shapes, symbolising how every experience of loss is unique, yet held within something bigger – a compassionate community where every loss matters.
Vicki Robinson, Miscarriage UK Chief Executive, said:
“Our new name and look are not about reinventing who we are – we are very proud of our four-decade legacy – it’s about ensuring we continue to meet the needs of the people we support today, and those who will need us in the future.
“Throughout this process, people told us they wanted a charity that feels warm, understanding and accessible, while continuing to lead conversations around miscarriage care, awareness and support.
“Every decision has been shaped by the voices of people with lived experience. While our identity is evolving, our commitment remains exactly the same: every loss matters, and no one should go through it alone.”
Insights from our Miscarriage in the UK research highlighted the importance of accessible information, visible support, greater public understanding of pregnancy loss and compassionate experiences within healthcare and the workplace.
The refreshed identity will roll out across our website, support services, campaigns and public awareness activity throughout 2026.
FAQs about our new name and look
Our research showed that many people felt our previous identity no longer fully reflected the realities and experiences of pregnancy loss today. We also heard that people wanted a charity that felt warm, understanding, accessible and visible, while continuing to lead conversations around miscarriage care, awareness and support. The new name and brand help us communicate more clearly who we are, what we do and who we support.
Research showed that many people were unclear about who we are, what support we provide and whether we were a UK-wide organisation. We also heard that the term ‘Association’ felt outdated to some audiences and no longer fully reflected the role we play today as a modern support, information and campaigning charity. As the leading UK charity for miscarriage, ectopic and molar pregnancy, Miscarriage UK communicates more clearly and directly who we are, helping more people find support when they need it most.
No. We remain the same charity, with the same commitment to supporting people affected by miscarriage, ectopic pregnancy or molar pregnancy through support, information and campaigning. Our support services, healthcare professional and workplace training, as well as our advocacy work remain at the heart of what we do.
No. This rebrand is about making our support easier to access, more inclusive and more reflective of people’s experiences. Alongside the new identity, we are also launching a redesigned website with clearer navigation, improved accessibility, language translation and more flexible ways to access information and support.
Yes. People with lived experience were central to the entire process. Through focus groups, workshops and research, people affected (including partners) by miscarriage, ectopic pregnancy and molar pregnancy helped shape the new name, messaging, tone of voice and visual identity, alongside healthcare professionals and supporters.
The rebrand was carefully planned and budgeted for as part of our long-term strategy to ensure we remain accessible, sustainable and able to reach more people in the future. Funds for this work were ringfenced, outside of our core costs, as part of our strategy development process.
People told us that different words resonate with different experiences of pregnancy loss. Every loss matters reflects the wide range of miscarriage experiences before 24 weeks and reinforces our belief that every person’s experience deserves recognition, support and understanding.
Our research showed that people often seek support while overwhelmed, grieving or in distress. The new website has been designed to make information easier to find, more accessible and more supportive at different stages of someone’s journey, while also improving resources for healthcare professionals and employers.
The Held Together concept is inspired by connected crochet shapes, symbolising individual experiences of loss coming together within a wider community of support, warmth and understanding. The identity reflects the diversity of pregnancy loss experiences while reinforcing the message that every loss matters.