The facial disfigurement charity Changing Faces has rebranded.
The charity will adopt the image of an asymmetric butterfly as its logo, and will launch a poster campaign aimed at ensuring that all people with facial disfigurements are respected, loved, admired and valued unconditionally.
The charity, which had an income of £1.6m in the year to December 2015, offers support and skin camouflage, and campaigns for changes in social attitudes.
The rebrand of the 25-year-old charity is expected to cost about £40,000, half of which has been paid for by donations from the cosmetics manufacturer L’Oréal UK and the Santander Foundation, a charity spokesman told Third Sector.
He said the logo was part of "a whole new way to describe and talk about what we do, very much driven by images championing our beneficiaries as real people living successful lives".
The poster campaign images, which will initially be used on the charity’s website, publications and social media channels, are expected to be used on London Underground trains from later in the year, he said.
In an email to the charity’s supporters informing them of the rebrand, David Clayton, chair of the charity, said the rebrand would allow the charity to evolve to meet the needs of a changing world and ensure its communications were clear, engaging and to the point.
"Around the world, people see the butterfly as symbolising endurance, change, hope and life," he said.
"We think this makes it a brilliant representation of what we do. Our butterfly is distinctive and asymmetrical because our community looks distinctive and asymmetrical, unashamedly so."
He said the new brand "celebrates our work to create an enlightened society that fully accepts and values people who have a disfigurement".