Victim Support, the national charity for people affected by crime, has launched a new brand identity that it hopes will more clearly communicate its purpose.
The overhaul comes in the wake of research showing that 73 per cent of people had heard of Victim Support but had little idea of what the charity did to help crime victims.
The charity's strapline will change from "helping people cope with crime" to "find the strength".
Guy North, executive director of marketing at Victim Support, said the charity's new image was designed to show how it helps to restore the inner strength of victims and witnesses.
The rebrand, which also includes a refreshed website, will be supported by the charity's first national print, radio and online campaign, with print adverts in several national newspapers.
The rebranding is the latest stage in the charity's restructure from a federation of smaller autonomous charities to one national charity for all victims and witnesses of crime in England and Wales.
North said: "Victim Support has undergone a massive transformation. It is now time to bring this to life through a modern brand identity that reflects what Victim Support is all about."