Cruse Bereavement Care has dropped the word “care” from its name and replaced it with “support” as part of a brand refresh.
The charity made the name switch because it wanted to use more active language that reflects the services it delivers.
Cruse Bereavement Support has also outlined a new values focus about being “genuine, kind, ambitious and inclusive”.
As part of the rebrand process it worked with an agency, Red Stone, and brand consultant, Dan Dufour, who conducted research with bereaved people accessing support, the people providing the support, the charity’s 4,000 volunteers and staff, and people who had not heard of Cruse.
Its new brand coincides with the launch of a new website, which includes a new grief self-assessment tool.
To fund the new website development it received a grant of nearly £500,000 from the National Lottery Community Development Fund.
Need will increase
The charity said that being inclusive and reaching people who need support is more important as it expects demand to rise we emerge from the pandemic.
Steven Wibberley, chief executive of Cruse Bereavement Support, said: “This is an important step for Cruse. As the UK’s leading bereavement charity, over the past 60 years we have supported hundreds of thousands of grieving people.
“As we emerge from the pandemic, the need for bereavement support will increase in the future. We now have a brand that everyone in Cruse can feel proud of. A brand that everyone had an opportunity to feed in to. And a brand that will leave a legacy of supporting and reaching more grieving people than ever before.”