The cancer charity the Ulster Cancer Foundation has changed its name to Cancer Focus Northern Ireland.
The charity, which has an annual turnover of approximately £3.5m and employs about 100 staff, made the change in a bid to raise its profile and as part of plans to expand its services.
The move comes after the charity carried out a survey that asked local people to name three cancer charities serving Northern Ireland. Only 25 per cent of those questioned mentioned the Ulster Cancer Foundation.
"Changing our name will not change the work we do or the services we provide," said Roisin Foster, chief executive of CFNI. "What will change is the number of people we want to reach and support. Our goal is to reach out to as many cancer patients as possible by extending our services and bringing them to more venues across Northern Ireland."
A spokeswoman for the charity, which helps patients and their families cope with cancer, did not reveal how much it spent on the rebrand but said it had cut back on external advertising to pay for it.
Cancer Focus Northern Ireland held a ceremony, led by Ulster TV news anchor Paul Clark, on 24 May to mark its name change, which came into effect on 28 May.