On 21 August, the Snowdon Award Scheme, founded in 1981, announced its rebranding as the Snowdon Trust.

With just eight days remaining before the kickoff of the Paralympic Games, the newly-minted Snowdon Trust hopes its redefined identity will increase awareness and boost its fundraising abilities.

The Trust was founded by portrait photographer Lord Snowdon as an education funding body for students with disabilities.

Snowdon said, “I very much like the new direction, especially the name within the equals sign with the by-line underneath it. I feel it very much captures the spirit and intentions of the charity.”

The equals sign is intended to emphasis the Trust’s focus on equality and inclusion.

“Our new brand focuses not on disability, but the skills, abilities, achievements and positive attitudes of the people the Trust helps,” CEO Paul Alexander said.

The past two weeks have seen a trend in rebranding by charitable organisations in the UK. Cancer Research UK redesigned its logo to indicate a more welcoming and modern image and Samaritans rebranded in an effort to increase awareness.