Acevo has undergone a soft rebrand, removing the term ‘third sector leaders’ from its logo, as the term is not widely used or understood outside of the charity sector.

Speaking to civilsociety.co.uk, Sir Stephen Bubb, chief executive of Acevo, said while the term ‘third sector’ is well-known internally in civil society, fewer and fewer people were using it externally.

“It was becoming difficult to explain the full title of Acevo,” he said. “We wanted something which directed people to what we were about. When we did press we often talked about being a charity leaders network.

“We decided it was time to use the term in a new logo as it’s a better indication of what we do.”

Commenting on the new logo, Sir Stephen said it looked fresher and more up-to-date.

“The change was not a huge rebrand,” he said. “Acevo is a ‘get on and do the job’ type of organisation. We didn’t want to do a huge navel-gazing exercise like a lot of other rebrands.”

Acevo spent no money externally on the rebrand and made the change in-house.

Commenting on rebrands in the charity sector, Sir Stephen said while Acevo’s change was not resource-intense, sometimes it was necessary for charities to spend money and time on getting it right.

“The brand of an organisation is incredibly important,” he said. “Sometimes rebrands mark a new direction, or they are necessary to mark the strengths of what a charity does. You need to get it right and sometimes you have to spend money on it.

“Acevo is well-known enough and did not need a full rebrand.”