Bowel Cancer UK has unveiled its new branding, including a website and a logo that the charity will be rolling out in the coming months.

The charity, which had an annual income of £1.7m last financial year, is one of the UK’s leading bowel cancer research organisations.

It says the rebrand and new website, which has gone live today, still incorporates the existing charity’s purple and green colours but also “includes the Star of Hope, the international symbol for bowel cancer”. It said that the changes have been well received by patients and supporters.

A spokeswoman for the charity said that the rebrand was put out to tender and, at the end of the process, it was awarded to digital agency adido. She would not confirm how much the rebranding cost the charity.

Gus Baldwin, director of external affairs at Bowel Cancer UK commented: “The Star of Hope is the symbol of hope for the future and for lives lost to bowel cancer and is used across the US and in several other countries.

"As patients are at the heart of what we do and this powerful symbol resonates so strongly with them, we wanted to make the Star of Hope central to our logo and identity.

“We feel that now it’s perfect timing to refresh our corporate identity with an updated and compelling brand which reflects our future strategic direction and positioning as the UK’s leading bowel cancer research charity.”