A 45-year-old charity supporting people with cleft lips and cleft palates has changed its name as part of a rebrand.
The Cleft Lip and Palate Association, founded in 1979, has changed its name for the first time to Cleft Lip and Palate Action (CLAPA).
CLAPA formally launched the rebrand this month, following what it described as “months of hard work” with brand consultancy the Team.
Alongside the name change – which CLAPA says reflects its status as a campaigning organisation – it has also revealed a new logo, a new website, and “changes in our content and how we communicate”.
Pro-bono rebrand
CLAPA said that the Team did the rebrand pro-bono, while the website was redeveloped with funding from the VTCT Foundation, allowing costs to remain “at a minimum”.
Claire Cunniffe, CLAPA’s chief executive, said: “We’re delighted with our fresh new look, and the responses have been overwhelmingly positive as we move into this new era for CLAPA.
“Since our inception in 1979, we’ve become well-loved and highly respected within the cleft community, NHS cleft teams and research organisations.
“However, our brand was holding us back, and the child-like logo was reportedly off-putting to adults born with a cleft seeking support.
“It was time for a refresh – to show our confident and positive personality, engage new audiences and take us forward into campaigning for better treatment and outcomes for the cleft community.”
Leukaemia support charity also launches rebrand
Leukaemia Care, also announced a rebrand last week, supported by design agency Catalyst and funded by a “generous trust funder” who did not wish to be named.
The charity has a new logo, changing its colour palette from red to blue and yellow to reflect “clarity, calm and trust”, after its consultation with the public showed that “red felt like a warning”.
It also revealed a new website, which it hopes will be more accessible to all service users.
