The identity needs to represent the values which a truly dementia friendly community must embrace and aspire to.

Dementia friendly communities must be safe, secure, and inclusive and provide independence for people with dementia. Companies or organisations that support communities must demonstrate that they are accessible, inclusive, expert, informative and responsive.

The identity will allow individuals to demonstrate their support and commitment for the values and ambitions of the Dementia Friends initiative as part of the Dementia Friendly Communities programme.

It was essential that there was a link between the Dementia Friendly Communities programme and the Dementia Friends initiative.

The identity we developed is based on a ‘Forget-me-not’ flower – a simple visual metaphor for the ambition that lies at the heart of Dementia Friends. The petals themselves represent how Dementia Friends volunteers can come together and create a united front in the battle against the condition.

This strong, timeless identity represents the brand values of strength and unity, and provides a distinctive focal point for the growing community of Dementia Friends.

Within weeks of the launch of Dementia Friends in February 2013, over 5,000 people signed up for training with thousands more expressing an interest in the programme. To date the website has had over 100,000 visits and nearly 17,000 have signed up for the e-newsletter.