The National Association for Colitis and Crohn’s Disease will use the working name of Crohn’s and Colitis UK and introduce a new logo to its 31,000 members as of today.

A spokesperson for the charity advised: “For some years, there has been concern that the name of the charity does not promote awareness-raising or publicity.

“Because of the length, the charity name was frequently abbreviated to NACC, which did not inform the public or new members and supporters that the charity offers support to the estimated quarter of a million people across the UK who have Ulcerative Colitis or Crohn’s Disease (known, together, as Inflammatory Bowel Disease or IBD).”

To create a clearer message whilst achieving continuity the charity will retain and intertwine the NACC brand within its new logo but use Crohn’s and Colitis UK as its working name following marketing advice. The advice given was that using Crohn’s in the title would help increase recognition and that dropping the word 'disease' could prevent negative connotations.

The charity will continue to use NACC and ‘the association’ as shorthand and for the quarterly newsletter NACC News over a period of adjustment, but aims to rebrand entirely across all online and offline media.

“Online name adaptations will be made over time, on a modest budget, to include the online and offline media maintained by the charity’s 70 community groups around the UK – and the website will be redeveloped when funding is identified. The new web address will become www.crohnsandcolitis.org.uk,” added the spokesperson.