The Royal National Lifeboat Institute (RNLI) has unveiled a cleaner flag design and replaced the words Royal National Lifeboats Institute with the name "Lifeboats" as part of its new brand identity.
The RNLI, one of the UK's top 10 fundraisers, hopes the branding review will broaden its appeal, particularly to younger donors. "The name is very well-trusted with a lot of tradition," said Ginette Tessier, the project manager for the branding review at RNLI. "Our aim was to secure the long-term future of the RNLI. We hope the refreshed identity will appeal to younger people when they might be thinking about supporting a charity."
The service costs £274,000 a day to run and funds are raised entirely by volunteers. "Over the past three years, we've expanded the range of services that the RNLI offers to include, for example, beach rescue and the Thames lifeboats," said Tessier. "Our volunteers perform miracles and we want to draw attention to that."