Rethink has rebranded as Rethink Mental Illness as it didn’t feel its name sufficiently explained what it does.

Supported by social marketing agency Audience and brand specialist Sheila Duggan, the charity has developed a new logo, visual identity and advertising campaign.

It also has a new strapline, which is “changing attitudes, changing lives”.

The charity began life as the National Schizophrenia Fellowship in 1972 before rebranding as Rethink nine years ago.

Mark Davies, Director of Campaigns and Communications for the charity, oversaw the refresh. “Millions of people are affected by mental illness, but not enough of them know about what we can do to help.

“Part of the problem was that Rethink on its own wasn’t clear enough about what we do as organisation.”

He added: “We will be known from now on as Rethink Mental Illness. It sets out a challenge and sums up our governing idea – that society must rethink its views around mental illness.

“The use of a full stop in our logo underlines this imperative.”