The Royal Free Charity, which raises funds for the Royal Free Hampstead NHS Trust, has rebranded with a new logo in an attempt to raise more funds and increase its public profile.
The charity is also changing its spending priorities. Money raised will be spent on funding research and improving the experience of patients, according to a statement.
The charity said it was raising money for a new immunology and transplantation institute and was considering developing a map of the hospital that patients would be able to download to iPhones.
Chris Burghes, chief executive of the charity, which employs eight people and had an income of £4.7m in 2009/10, said: "This is an exciting time for the charity and one that will bring renewed benefit for the hospital, its staff and its patients."