The charity formed by the merger of Bowel Cancer UK and Beating Bowel Cancer has decided to adopt Bowel Cancer UK’s name.
The charity, which was launched in January, said today it would be known as Bowel Cancer UK, with the strapline "Beating bowel cancer together".
Its new logo includes the Star of Hope, which is used as an international symbol for bowel cancer and a version of which appeared in the old Bowel Cancer UK logo.
A spokeswoman for the charity said the branding exercise, which included a new logo and font, and a refreshed website, and was carried out by the agency The Team, cost £56,000.
"As a charity we’re very careful how we spend our money because our fundraisers go to huge efforts to raise vital funds, and for that we’re truly grateful," the spokeswoman said.
"We went through a thorough tender process and picked The Team because they came highly recommended and were cost-effective."
The charity has created a short film to unveil its new brand, featuring the actor Charlotte Riley, the presenter Jim Rosenthal, bowel cancer patients and healthcare professionals.
Deborah Alsina, chief executive of Bowel Cancer UK, said she hoped the new brand would enable the charity to "build an active community of patients and their families, clinicians, politicians, academics and others who will join us to ensure that we meet our mission to save lives and improve the quality of life of everyone affected by the disease".
The charity has been using the offices of the two charities before the merger in central London and Teddington, to the south west of the city, but the spokeswoman said it was due to move into new office space in Kennington, south London, in late August or early September.