The Prostate Cancer Charity has changed its name to Prostate Cancer UK as part of a £190,000 rebrand.
The charity said it hoped its new "man of men" logo – a large man made up of many small ones – and website would make it synonymous with providing clinical and emotional support for men with prostate cancer.
Seamus O’Farrell, director of marketing and communications at the charity, said the new name and branding would make the charity feel more like a national brand and authority on the diseases in terms of support and the research it commissions.
"We needed to be far more distinctive and noticeable to reach thousands more men who need to know how they can benefit from our specialist nurses, support and advice," he said.
Prostate Cancer UK found that only five of the top 100 UK charities had the word ‘charity’ in their name. O’Farrell said it was important for the charity – especially as a medical one – not to be associated with any negative connotations of charity, such as that it is full of "well-intentioned amateurs".
"Of course that’s not the case and it is certainly not the case for our professional services, clinical nurses and research," he said.
The charity has also announced it will be Royal Mail’s charity of the year for the next two years.
The charity was selected by the company's 36,000 employees in a staff vote. Prostate Cancer UK hopes at least £2m will be raised over course of the two-year partnership.
Owen Sharp, chief executive of Prostate Cancer UK, said: "This partnership with Royal Mail will make a real and tangible difference to the quarter of a million men living with this disease. As well as ensuring more men build a relationship with a specialist nurse – which they tell us is invaluable – it will help us get the message out to thousands of Royal Mail employees."