Important Changes and New Branding: Best Start in Life

The UK Government has introduced the new Best Start in Life visual identity (includes logos for use across the early years sector) and Parent Hub a new website on everything from pregnancy to education and childcare, through school and beyond. You will begin to see this 'new identity' with immediate effect (September 2025 onwards) as it has now replaced other existing brands such as:

• Childcare Choices
• Start for Life
• Better Health Start for Life
• Previous Breakfast Club logos
• Little Moments Together (formerly Hungry Little Minds)

What is Best Start in Life?

‘Giving every child the best start in life’ is the government’s strategy for improving child health and development and meeting the ambition that 75% of 5-year-olds in England have a good level of development by 2028, as set out in the Plan for Change.

This will be achieved by:

• Improving family services, providing high quality support to parents and children from pregnancy to age 5 and beyond 
• Making it easier and cheaper for families to access. early education, childcare, health advice and support on the journey of being a parent.
• Improving the quality of education and care that children receive in early years settings, with childminders and when they start school.

‘Best Start in Life’ not only encapsulates the strategy, but is also a new cross-government and cross-sector brand that will act as a wrapper and be used to frame all services, offers and support that aim to break down barriers to opportunity, improve health outcomes and drive up the numbers of children reaching a good level of development. While many of these will be focused on the early years, this new brand will bring together wider offers for children and parents to deliver on the ambition in its broadest sense, supporting families on their journey from pregnancy through to their child starting school and beyond.

New logos (and toolkit for use) have been created for use alongside your own organisational logo: 

• Settings (including PVIs/Childminders) providing government funded childcare offers and Best Start in Life services:
  • Breakfast Clubs 
  • School-based nurseries

Schools and other partners delivering more than one offer should not combine these logo variants. If both offers are being promoted, use the main Best Start in Life logo with a descriptor such as: "We provide a government funded Breakfast club and school based nursery as part of Best Start in Life". If just one of the offers is being promoted, the relevant logo variant should be used.

PVI education and childcare providers, including childminders offering government funded childcare hours, can use the logo with the phrase: "This nursery/childminder provides government funded childcare as part of Best Start in Life".

Wherever possible, partners and stakeholders should start using the new brand in their own communications as soon as possible and phase out the legacy brands (Childcare Choices etc). It is noted, the government fully understand that updates to communications materials and signage take times, so this should be done as and when updates are being made to reduce additional costs.

To begin using the logos from today, download the logos and the branding / user toolkit here: Best Start in Life | Campaigns | Campaign Resource Centre

Logos examples: 

New Best Start in Life Parent Hub

The new Best Start in Life parent hub brings together information, trusted advice and guidance for parents on everything from pregnancy, early education and childcare, right through to starting school and beyond.

Parents can also access a variety of helpful features on the hub, including an eligibility checker to determine what childcare support they might qualify for, a link to the Breakfast Clubs map checker to find if their child’s school offers free Breakfast Clubs, and a link to the Family Hubs checker to find their local Family Hub.

Don't worry - families that continue to search for Childcare Choices or Better Health Start for Life online will be re-directed to the new Best Start for Life website.

The hub is now live (launched 1st September). We encourage you to actively signpost parents to the hub as part of your communications and engagement with them. By doing so, you will help ensure that as many families as possible can easily access the support and guidance they need, giving their children the best start in life: www.beststartinlife.gov.uk.

Launch of government awareness campaign

From October 2025, the government will launch a new campaign to raise awareness and drive take up of all Best Start in Life services, policy offers and settings. Bringing together previous campaign activity under Childcare Choices and Better Health Start for Life under the new joined up brand, the campaign will signpost parents to a new website (beststartinlife.gov.uk) that will bring together all relevant information and advice to make it easier for them to get the most out of what is on offer and be signposted to relevant support. 

Bolton Start Well, Bolton Family Hubs and Bolton Families Information Service will share the campaign information via our own social pages and groups - please look out for these and share with your families.