Help the Hospices has rebranded to become Hospice UK to better reflect the “breadth, dynamism and flexibility” of modern hospice care.

The charity, which has kept its sunflower logo, is a membership organisation that champions and supports the work of more than 200 palliative care providers across the UK.

Hospice UK, which unveiled its new name today, said there would be a transitional period during which the new brand is used alongside its old name and look, until mid-October when its new website goes live.

Development of the new brand and website was led by the digital marketing agency Itineris and cost less than £100,000, the charity said, and to keep costs down the rebrand was carried out at the same time as the new website was being designed and built.

The charity said its membership has expanded to include more organisations that care for people with terminal or life-limiting conditions, including Marie Curie Cancer Care, Sue Ryder and NHS Hospices.

David Praill, chief executive of Hospice UK, said: “After 30 years our name and brand had become rather dated. We needed to update and rejuvenate it to help increase awareness about the diversity of hospice care. We also wanted it to more accurately reflect our role, working collaboratively with our members to champion their vital work. They have actively shaped and driven these changes.

“Our new brand seeks to embody the breadth, dynamism and flexibility of modern hospice care. These are exciting times for the sector and we are confident our new brand, along with our new membership structure, will strengthen our collective voice.”