The international development charity World Emergency Relief has taken the "tough decision" to change its name to emerge poverty free.
The charity said it had opted for the rebrand because its focus had changed from helping people affected by earthquakes, droughts, famines and floods to longer-term work targeted at alleviating poverty.
The launch of the new brand, which cost £30,000, will be phased. Promotional materials sent to existing supporters will, for an initial period, use joint branding, but new supporters will be sent only material that uses the new branding.
The charity, which had an income of nearly £15m in 2009/10, said it had been able to keep the costs of the rebrand down by using a marketing agency and a consultancy on a pro bono basis.
A statement from the charity said it had been cautious about rebranding because it felt recent major charity rebrands and mergers had met a mixed response from supporters and the public.
"Charity supporters are often conservative in profile and need to be able to clearly identify a compelling justification before they will get behind any change," the statement said.
It was particularly important that smaller charities, such as WER, were efficient, because rebrands can be "perceived as a waste of money", it said.
"It was a tough decision for the board," said Alex Haxton, chief executive of emerge poverty free. "But a brand is all about integrity and should represent a cause’s aims and ambitions. World Emergency Relief just did not adequately describe the organisation that WER has become, so the need for change was really clear."