The rebrand has been led by director of comms Andy James and followed an extensive consultation.
Merrick Willis, CEO, says: 'Andy has done a fabulous job in helping us respond so promptly to the feedback we have received from civil servants across the country.'
‘It was evident that although our charity offers much more than monetary support, the majority of civil servants were unaware of what we do. The younger generation particularly didn’t understand "benevolence" and we were in danger of losing our relevance to thousands of supporters, donors and potential beneficiaries across the civil service.’
He added: ‘Our old identity as The Civil Service Benevolent Fund was fine 126 years ago, but the time was right for a change.’
James said: ‘The launch of the new brand marks the start of a big comms journey for The Charity for Civil Servants. We have responded incredibly quickly to the results of the research and we’ve also tested the new identity with civil servants themselves. We believe it will add value to what we do and will help our service delivery by clarifying our relevance, our remit and our professionalism to current and former civil servants across the UK.’