Cruse Bereavement Care has changed its name to Cruse Bereavement Support to better reflect the services it provides.
The charity said the name change was subtle but significant because it had decided to “move away from the passive word ‘care’ to the active word ‘support’ – everyone can care about bereaved people, but support reflects the services delivered by the charity”.
It said it had started the brand refresh process before the coronavirus pandemic hit last year and had consulted widely on the update.
A £500,000 grant from the National Lottery Community Fund was used to overhaul the charity’s digital services, including an update to its website and the development of a new grief self-assessment tool.
The tool is an online measure designed to help bereaved people find the most appropriate support for their individual needs, normalise grief and make bereavement support as accessible and inclusive as possible.
Steven Wibberley, chief executive of Cruse Bereavement Support, said: “This is an important step for Cruse.
“We now have a brand that everyone in Cruse can feel proud of. A brand that everyone had an opportunity to feed into. And a brand that will leave a legacy of supporting and reaching more grieving people than ever before.”
The creative agency Red Stone and the brand consultant Dan Dufour worked alongside the charity on the brand update.
A spokesperson for the charity, which works in England, Wales and Northern Ireland, said its counterpart Cruse Scotland, which is an independent entity to Cruse Bereavement Care, was not affected by the name change.