The Royal National Institute for Deaf People (RNID) will undergo a full rebrand and name change to Action on Hearing Loss effective from June 2011, when it celebrates its 100th anniversary.  

Following extensive brand research with focus groups including staff, supporters and service-users, the charity decided the new name "better describes the breadth of help and support we provide for people with all types of hearing loss – from people who are profoundly deaf, to people who are losing their hearing".

RNID chief executive, Jackie Ballard, said: "For 100 years RNID has been working to change the world for people who are deaf or hard of hearing. During this time we have achieved a lot, but we still have a lot more to do to reach everyone that needs our help - 'Action on Hearing Loss' will help us do just that."

In August, a Civil Society report on the cost of the name change - £260,000 - received mixed responses from the sector, with one charity chairman, who rebranded his charity ten years ago for £1,500, proclaiming the cost of the RNID rebrand was "absurdly profligate".

A new website will complement the RNID rebranding and name change.

RNID has undergone several name changes since its inception in 1911 when Leo Bonn, a deaf merchant banker launched the National Bureau for Promoting the General Welfare of the Deaf. In 1924 the Bureau became the National Institute for the Deaf before Prince Philip's patronage commenced in 1958 and the addition of the word 'Royal' in the title was approved by the Queen in 1961.

Action on Hearing Loss will be the organisation's trading name while the Royal National Institute for Deaf People will remain the legal title.