The charity formed by the merger of Asthma UK and the British Lung Foundation has rebranded as Asthma + Lung UK.
The merged charity, which was created in January 2020, said its new logo was “representative of the coming together of the two former lung charities to create one organisation fighting for people’s right to breathe”.
It said more than 1,000 people with lung conditions, supporters and staff took part in the process of creating the charity’s new name and logo, which was designed by the consultancy Pentagram.
To mark its rebrand, the charity has launched a strategy called “Fighting for Breath”, in which it commits to challenging misconceptions about lung conditions, driving greater investment in respiratory research and campaigning for cleaner air.
The charity said it would also continue to campaign for better care for the 12 million people with lung problems in the UK.
It said that now was the moment for it to launch its new strategy and brand, because the pandemic had caused demand for its services to soar and had put respiratory disease at the forefront of people’s minds.
The charity declined to reveal the cost of the rebrand, but said it spent almost 0.6 per cent of its budgeted annual expenditure on developing its brand identity with Pentagram.
The charity spent £15.4m in the year to the end of June 2021, according to its latest accounts, which would mean it paid Pentagram about £91,000, if expenditure levels remained the same.
Sarah Woolnough, chief executive of Asthma + Lung UK, said: “We are so proud to today launch Asthma + Lung UK and our new strategy to transform the nation’s lung health and ensure nobody’s life is limited by a lung condition.
“For far too long the nation’s lung health has been sidelined and neglected, with a woeful lack of research funding and awareness about the seriousness of all lung conditions. It’s nothing short of a national scandal.
“With our eye-catching new look and important strategy we are determined to fight for a world where everyone has healthy lungs, by campaigning for more research into lung conditions, cleaner air and better access to diagnosis and treatment.”
Asthma UK and the BLF announced their intention to merge in November 2019, stating that the merger was expected to save a collective £2m a year in running costs. They officially joined forces three months later.