Music therapy charity Nordoff Robbins has altered its name for the first time since it was established in 1976.
After a 12-month period working with two external agencies, the charity announced last week that its new name would be Nordoff and Robbins.
It told Civil Society News it spent £172,000 from its reserves on the rebrand. This included the change in name, as well as a new logo and website. It contracted design agency Pentagram and digital agency Hex Digital.
Nordoff and Robbins’ logo was inspired by visualisations of sound waves which join the two letters.
The charity, which had an income of £4.1m in 2021, said it decided to rebrand to “express our ambition and engage the public”.
“Making the decision to go through a brand reposition is never taken lightly, but when the evidence presented is clear, you have to take action,” said Nadra Shah, director of engagement and communications.
“Our research told us that the need for music therapy is currently at its highest, but public understanding of the benefits is low. To protect and increase our services we had to change the way in which we communicated our work and its impact.
“We now have a brand that will help us clearly express our ambition and engage the public. Our new identity effectively communicates the power and connection that Nordoff and Robbins stands for, and puts people and music at the heart of what we do.”
The charity is named after its two founders, American composer and pianist Paul Nordoff and British special education teacher Clive Robbins.
In 2018, the charity merged combined its two national branches – one covering Scotland, the other England and Wales – into one organisation.
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