The Prostate Cancer Charity has dropped the word ‘charity’ and become Prostate Cancer UK as part of a £190,000 rebrand.

It hopes the new branding will make it more distinctive and has dropped the word ‘charity’ after discovering only three of top 100 UK charities had the word in their names.

As part of the rebrand exercise the charity commissioned research which found that ‘charity’ is associated with “fundraising, children and dependency – not with authority, research, or expertise”.

Owen Sharpe, chief executive said: “Changing our name to Prostate Cancer UK marks a new chapter in our history, and signifies a our drive to lead change.”

Its new corporate icon ‘the man of men’ aims to represent all men and convey a sense of movement.

As part of the revamp the charity has also launched a new video ‘Men deserve better’ (below).

Read about how Prostate Cancer UK worked with Breast Cancer Care to raise £1m as the first official joint charity for the London Marathon last year in July’s issue of Fundraising on civilsociety.co.uk.