The animal charity Blue Cross has rebranded in a bid to connect with younger supporters.
The charity, which rehomes unwanted pets and provides veterinary services for pet owners who are unable to afford them, has dropped the word "the" from its name and adopted a new logo with the strapline "For pets".
A spokeswoman for Blue Cross said its supporter base was typically older retired people, and the charity wanted to attract more donors from around the 40 to 60-year-old bracket while remaining relevant to existing supporters.
She said the charity had considered adopting a new name but feedback had shown there were good levels of trust in its existing title.
She declined to reveal the cost of the rebrand, which was carried out by the communications firm The Good Agency, but said: "We were careful to keep the rebrand costs as low as possible, but we were realistic about it needing a significant investment to reach more supporters and secure the funding we need to help more pets."Debbie Curtis, communications development manager at Blue Cross, said: "We’ve been dedicated to helping pets since 1897, and the world is a very different place today. In this competitive and uncertain economic environment we have to reach out to new supporters so that we can help more pets."