Youth charity rebrands to create 'clear and distinct identity'

The Army Cadet Force Association has become the Army Cadet Charitable Trust UK

Army Cadet Charitable Trust UK
Army Cadet Charitable Trust UK

The Army Cadet Force Association has rebranded following a consultation that found it “did not have a clear and distinct identity as a charity”.

The youth charity has changed its name to the Army Cadet Charitable Trust UK and has launched a new website and logo.

The charity said the rebrand was necessary after it talked to its beneficiaries and supporters and conducted market research over the past 12 months.

“These showed that we did not have a clear and distinct identity as a charity.

“In particular, we are readily confused with the Army Cadet Force [a youth organisation sponsored by the Ministry of Defence],” said the charity.

“In consequence, we decided to change our name and use a fresh design to increase the number of people who understand that we are a charity and what we do, to explain ourselves better to supporters and, above all, to reach army cadets that may need our help.”

While it was proud of its more than 90-year relationship with the Army Cadet Force, the charity said it hoped the name change would allow it to reach more young people.

Kevin Abraham, chair of the charity, said: “We want to do more and better as a charity in the future with regard to our beneficiaries.

“That needs us to create a strong and distinct identity as a charity, and be clear about what we do and how we help people.

“Setting out our new identity, including a name that makes clear we are a charity, is an important step to achieve our aims.”

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