The Royal National Institute for Deaf People, commonly known as the RNID, yesterday changed its name to Action on Hearing Loss to mark its 100th birthday.
The new name, which was agreed last year as part of a rebrand, has been chosen to show that the charity deals with all levels of hearing loss, not just deafness.
The new website alone cost £320,000, according to a spokesman for the charity. Additional rebranding costs are as yet unknown, but last year the charity estimated they would come to £260,000.
Jackie Ballard, chief executive of Action on Hearing Loss, said in a statement that the new identity would help the charity "engage with our stakeholders in a more impactful way".
Action on Hearing Loss’s new website includes free hearing tests and an improved online shop.
The design consultancy Hat-Trick created the new cyan and magenta logo.
Action on Hearing Loss said in a statement: "The charity’s thought-provoking new underline-strikethrough brand will reflect this ethos by underlining the positive and striking out the negative to emphasise the negative effects of hearing loss."