One of the UK’s oldest veterans’ charities, Stoll, has changed its name after requests from its housing tenants.
The London-based charity, founded by theatre impresario Sir Oswald Stoll in 1916, has extended its name to the Stoll Foundation and incorporated the military War Seal in its logo.
The charity’s rebrand comes as it prepares to move most of the residents of Sir Oswald Stoll Mansions to the nearby King’s Road Park development, following the £80m sale of the building to neighbours Chelsea Football Club.
Some 20 of the 157 flats that form Stoll Mansions were retained by the charity in the sale last year.
Feedback from tenants
The charity, also previously called the War Seal Foundation, has changed the colour palette of its branding to include Army red, Air Force blue, Navy blue and MOD purple.
It has incorporated the War Seal, which its founder sold in Selfridges, Boots and throughout his theatre empire to fund his first block of housing for disabled WWI veterans.
Chief executive Will Campbell-Wroe said: “A consistent piece of feedback we’ve received from tenants is their desire for us to put ‘foundation’ back in our name.
“We’re proud to have provided life-changing housing and support services to hundreds of veterans as a charitable foundation for over a century, and our tenants want our name to clearly communicate that.”
Director of supporter engagement Beverley Russell added: “Since 1916, we’ve been adapting our housing and services to the ever-changing needs of veterans, and our new branding is a reflection of this.
“It shows our ability to evolve with the times while preserving what is most important to our tenants and staff: our heritage, our military connections and our charitable status.”
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