Charity found that not enough people understood its work
The Disasters Emergency Committee has redesigned its logo as part of a rebranding exercise aimed at boosting fundraising for future appeals.
The move comes after research conducted by the charity found that awareness of the DEC, the coalition of 14 aid agencies that respond to major humanitarian disasters, was low and the nature of the charity was not well understood.
The DEC said the wider rebranding work was part of a new fundraising strategy. It is intended to increase public awareness and underline the collective nature of its work with its member agencies, which now feature on the top right of the home page.
The cost of the rebrand and research work was £100,000, a spokesman said. No donation to any DEC disaster appeal has been used to pay for the rebranding work and all costs have been met from a special corporate development fund.
The rebranding has started with the charity updating its website from today.
Saleh Saeed, chief executive of the DEC, said: "We are very pleased with the new ‘seismic’ visual identity for the DEC. While it is the most obvious element of the rebranding, we will also be highlighting the collective nature of the DEC and the work of our members much more prominently in the future.
"The ultimate aim of these changes is to increase the funds raised during future appeals."
The agency Johnson Banks worked on the rebrand.