The Voluntary Euthanasia Society has changed its name to Dignity in Dying after an in-house rebranding that the charity estimates saved it £100,000.
"The name has been put forward by our members and chosen without using expensive branding consultants," said Deborah Annetts, the charity's chief executive. The rebrand comes after two years of consultations and more than 200 suggestions.
Mark Slattery, spokesman for Dignity in Dying, said: "People can spend huge amounts of money on conceptual analysis and things can often go very badly for charities. We wanted to connect with our members."
The charity hopes the new name will capture the broader range of issues it deals with that relate to patient choice.