Disability charity rebrands

From the autumn, Leonard Cheshire will be known as Leonard Cheshire Disability, the charity announced today.

New logo
New logo
Leonard Cheshire is revamping its brand after a study revealed last year that four out of five people under 35 did not recognise its name, despite the charity’s 60 year history.

The new name and logo aim to give a more contemporary feel to the charity, state more clearly what its work is about and emphasise the positive side of disability.

“Disabled people are still invisible to many in society,” said director general Bryan Dutton. “Our new look and feel will help us to campaign vigorously to change the way that society thinks about, and responds, to disability.”

Today’s announcement also put an end to speculation started in a Daily Mail article last July that the charity would ditch the name of its founder.

“Leonard Cheshire Disability allows us to spell out what we do very clearly and keep hold of our history at the same time,” Dutton said.

The new name and logo will be formally launched in October, along with a public awareness campaign to challenge and change people’s attitudes to disability.


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