The charity has dropped its "Be a match, save a life" strapline, in favour of a more inclusive call to action.
The previous strapline encouraged people to join the register in order to be matched with someone who needed a stem cell transplant.
The new strapline: "Saving the lives of people with blood cancer", is part of a shift to reflect the alternative ways that people can get involved with the charity.
The charity has released a new logo and will also rethink its tone of voice, key messages, colour palette and photography as part of the brand refresh.
Anthony Nolan’s director of comms, Richard Davidson, said: "As part of our wider brand refresh and in light of our evolution over four decades, we’re changing our strapline to more clearly explain what we do and that everyone can be a potential lifesaver, even if they don’t fit the criteria for joining the bone marrow register.
"Although successful, it was only relevant to one of our audiences; the more we talked to our other existing and potential supporters, it became clear they didn’t understand the range of our work or the ways they can get involved, whether they campaign, raise funds or volunteer. To be able to grow as a charity, we need to be clear about what we do and that we need everyone to help save lives."
Anthony Nolan is working with charity brand specialists Good Agency on the rebrand in a bid to engage all key audiences.
The charity was set up by Shirley Nolan in 1974 as the world’s first register, in order to find a bone marrow donor for her son, Anthony.
To promote the rebrand and say thank you to the charity’s supporters, Anthony Nolan has created a new video, ‘The Lifesavers’, which celebrates everyone who has been part of Anthony Nolan since it first started in 1974.
