Vikki White, head of marketing at the union, said the charity had decided to retain its name despite prolonged debate about whether it should be changed. The charity has decided to celebrate the name but ensure that the public really know what it stands for.
Research commissioned by the charity showed that recognition of its name was strong but it evoked images of old ladies drinking tea rather than its projects around the world.
“A lot of people don’t know that we are worldwide, Christian and do grass-roots work in communities,” said White. “The new logo will help us to communicate that.”
The Mothers’ Union wants to eliminate the use of MU to designate its name, instead using its full name at every opportunity.
The rebranding will take place initially in the UK and Ireland before spreading to member countries in Africa, Asia, the Americas and the Pacific region.