Age charities reveal new brand name

Age UK has been revealed as the new brand name for merged charities Age Concern and Help the Aged.

The new brand will be launched next April 2010. Until then, the organisation will continue to operate under the Age Concern and Help the Aged brands.

Age UK says the new brand “clearly reflects who it represents and what it does”.

The charity will also use regional variations Age NI, Age Scotland and Age Cymru.

The new brand identity was chosen following eight months of consultation with stakeholders, staff and elderly people.

Tom Wright, chief executive of Age Concern and Help the Aged, says the new name is “crucial in helping us develop a shared vision for the new charity so we can deliver real improvements to the lives of older people.”

The new organisation will support over 5 million people and help fund research into all aspects of aging.

It will have a turnover of more than £150m, operate 500 high street charity shops.

In August the merged charities appointed marketing agencies Karmarama and Kitcatt Nohr Alexander Shaw to develop the profile of the joint organization and create cross-channel, above and below the line campaigns.

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