The Aspects and Milestones Trust, a health and social care charity based in Bristol, decided last year to rebrand because its name was "too long and unwieldy", according to Heather Child, the trust's communications and marketing manager.
"It sounded like two organisations," says Child. "We felt that with care provision becoming so competitive, it was important to have a more memorable name." As a result, the charity was relaunched as the Milestones Trust, complete with a new logo, on 1 April.
The new branding was the culmination of an eight-month process that involved consultation with the charity's service users and staff before Carn Gerrish Creative, a local design agency, was given a brief to design a logo.
The consultation looked at different colours and names. But it was decided that the new brand should be similar to the existing one. "We wanted to keep some continuity," says Child. "Health and social care budgets are tight, so we couldn't justify the marketing spend involved in promoting a completely new name."
Child says that the charity considered renaming itself AMT or the Aspects Trust, but it settled on Milestones because the word "best represents our brand values in that we make goals for our service users and help them achieve".
It also thought "aspect" would not be as distinctive. The new branding includes the strapline "turning life choices into reality". Although the charity used a design agency to create the logo, it aimed to do as much of the work as possible in-house.
"We provided a brief for Carn Gerrish and it came back with some ideas," says Child. "We wanted the logo to be clean and modern, with a sense of movement."
She says that the 'swish' over the top of the new logo indicates "moving forwards in a clear and simple way". Research carried out by the charity revealed that the colour staff and service users associated most closely with the trust was blue.
Accordingly, the word "Milestones" is dark blue and the word "Trust" is a lighter tone. Child says the colours represent "the progression from darkness into light", which mirrors the way the charity supports people with mental health needs and helps them to recover.
Richard Hayter, executive creative director, CST The Gate
In refining its name and logo, the Milestones Trust has unfortunately missed a trick or two that would have helped it to stand out.
First, its new name doesn't tell me anything about what it does or who it helps. Neither does the charity's strapline of "turning life choices into reality".
Second, the logo is cold and clinical, yet the trust's work is all about people and should therefore be much warmer.
I would counsel the trust to ask itself what makes it unique. Perhaps the answer could come from its focus on south-west England - or, alternatively, its annual Expressions art project.
Either of these could have inspired a more obvious, vibrant and distinctive identity that would reflect its mission to enrich the lives of the people whom it helps.
Total: 4.5 out of 10