The NSPCC has rebranded in a bid to reflect its increased focus on the solutions to child abuse rather than the problem itself.
The charity said the rebrand was prompted by a feeling that its previous brand did not reflect some of the more preventive services and campaigns it had worked on since chief executive Peter Wanless joined in June 2013.
The charity will retain its name, which it has had since its establishment in 1884, but is replacing its slogan "Cruelty to children must stop. Full Stop" with "Every childhood is worth fighting for".
It has a new logo in the same colour as the previous logo, which the charity says builds on the strength of two of its most recognisable assets: its initials and the colour green.
The rebrand, which cost £150,000, was carried out by the NSPCC’s internal brand marketing and creative teams, with pro-bono support received from agency partners.
Wanless said the charity had achieved a great deal in getting the issue of child abuse on the national agenda – with cases such as the Jimmy Savile sex abuse scandal and the sexual exploitation of children in Rotherham making front-page news – but that it could now put less emphasis on highlighting the problems and instead channel its resources into doing something about them.
Asked to explain the motivation for the move, Wanless told Third Sector: "The risk was that if the NSPCC stayed where it was, we would potentially live inside the problem of child cruelty, rather than demonstrating that it doesn’t have to be like that.
"Quite a lot of people, if asked to describe the NSPCC, talk about us being a black-and-white charity, with kids cowering in the corner," he said. "But we don’t need to bang on about the problem as much now.
"We need to represent that journey from a dark place to a sunny place and to demonstrate the difference that we can bring to children’s lives."
He said that the charity’s previous slogan had been a poor fit with recent initiatives such as last year’s Underwear Rule, a campaign launched to encourage parents to talk to their children about their private parts to help protect them from sexual abuse.
The NSPCC’s previous brand identity had been in place since 1999, when the Full Stop campaign launched the eponymous slogan. The Full Stop slogan was in place until this year, despite the campaign ending in 2008.
The NSPCC said it viewed Full Stop as one of its biggest successes: more than 80 per cent of adults told the charity that ending cruelty to children was one of their top causes in 2009, an increase of 65 per cent on a decade earlier.