Whizz-Kidz is launching a new brand identity and changing its logo after research revealed that people are confused about what it does.
The new logo incorporates a wheelchair and is accompanied by the slogan 'Move a life forward' instead of 'The movement for non-mobile children'.
The disability charity appointed brand communications agency 23red to conduct the research ahead of a major campaign in the summer, details of which are being kept under wraps.
A spokeswoman said: "The research showed that although people recognise our name, many are not clear about exactly what we do. We were very lucky that the agency gave us a much more reasonable costing because we are a charity."
Sean Kinmont, creative director at 23red, explained: "We wanted a new identity, with both iconic and symbolic attributes, to enable us to communicate what Whizz-Kidz does, as well as incorporate a more emotional element in the brand."