Cancer charity Lymphoma Association has changed its name to Lymphoma Action, and has launched a rebrand of its website and logo to accompany the change.
The charity says the refreshed brand reflects the progress the charity has made, and its new website will make it easier for people affected by lymphoma to get the help they need. It said that its former name and look no longer reflects who the charity is today.
The rebrand cost a total of £30,000, which the charity said has been split over two financial years and represented 1 per cent of its total expenditure of £1.5m across 2016 and 2017. It said that this cost included stakeholder research and engagement and design, and creative development.
While the cost of its website overhaul had already been budgeted as part of a “much-needed strategy” to invest in the charity’s information and communications technology, which was thanks to an “extremely generous legacy donation”.
It said that by waiting until 2018, its was able to “launch the new website alongside the rebrand as well as run down existing printed materials to an absolute minimum to avoid wastage”.
As part of the rebrand, the charity consulted with lymphoma patients and their loved ones/carers, health professionals, the charity’s trustees and staff, as well as people who had not heard of the charity before.
The charity, which worked with in partnership with Oyster Marketing and Design to complete the rebrand, also conducted a benchmarking exercise with other organisations that have successfully rebranded.
Former name 'no longer reflects who we are today’
Simon Hills, interim chief executive of Lymphoma Action, said: “For more than 30 years, we’ve been supporting people affected by lymphoma and driving improvements in its diagnosis, treatment, and aftercare.
“We’ve made huge progress in developing and improving our services to help us reach thousands more people – but our current name and look no longer reflect who we are today.
“Our refreshed brand reflects the progress we’ve made and our new website, which includes refreshed content, will make it easier for people affected by lymphoma to get the help they need.”
He added: “Our service users played an integral role in this process and we are all delighted with our new name and look. We look forward to reaching, and supporting, even more people affected by lymphoma with an even louder voice.”