Welsh charity Tenovus has changed its name to Tenovus Cancer Care after market research found that its brand awareness was just 4 per cent.

The 71-year-old charity, which was founded by ten businessmen in 1943, retains its core colours of blue and orange but has created a new website and changed its strapline to ‘Give hope. Help cope’.

Claudia McVie, the charity’s CEO, said: “It’s vitally important that cancer patients and their loved ones understand who we are and the support we can offer; however the name ‘Tenovus’ doesn’t make clear that our work focuses on supporting people with cancer.”

She added that by refreshing the branding, the charity would be more recognisable and therefore would generate more donations, volunteers and stock for its shops.

Tenovus Cancer Care funds emotional and practical support for people with cancer and their families, as well as research into treatments.  Last year it received almost 9,000 calls to its free phoneline.

The charity’s income hovered around £8.5m for the three years until last year, when it rose to £9.2m.  It employs around 270 people and has almost 2,000 volunteers.