The International Fund for Animal Welfare has undergone a rebrand to tie in with its 50th anniversary.
The animal welfare and conservation charity said it hoped its new brand and website would enable people to become better connected to its work.
The rebrand and new website is part of a move by the charity to become a digital-first organisation and thus attract more young supporters, as well as appeal to existing older donors.
The charity has been working with the design agency Base Design since April last year on the rebrand, which was launched today.
A statement from the charity said the new logo used lower-case characters in order to appear accessible.
The A in the logo is also underlined in order to demonstrate the charity’s focus on animals.
Azzedine Downes, president and chief executive of the IFAW, said: "Our biggest challenge not been doing the work, but talking about it.
"We were finding it hard to convey why saving one elephant is important to a person who lives in a city of more than nine million.
"At the same time, it’s clear to us that people care and they want to help. So I knew it was time for a brand and website that better connected people to the work."
A spokeswoman for the charity said she was unable to provide a figure for how much the rebrand cost because it was part of an ongoing cross-departmental arrangement.