The Retinoblastoma Society has renamed itself the Childhood Eye Cancer Trust in an attempt to eliminate public confusion about the scale and nature of its work.
It has modernised its 'child within an eye' logo and has created a new strapline, "Fighting retinoblastoma". The rebrand is by This Way Up.
The charity said that its position as the UK's only organisation dedicated to helping children with retinoblastoma eye cancer made it vital that the charity was immediately accessible to potential supporters with no experience of the condition.
"We decided to change the name to something more descriptive as the term retinoblastoma doesn't convey who we are and what we do," said Libby Halford, chief executive at the trust.