Antibiotic Research UK has changed its name to AMR Action UK, as part of a rebrand designed to amplify its voice and engage a wider audience.
The charity, which supports patients with drug resistant infections, has updated its logo and website to reflect the name change.
The new logo features a graphic of three silhouettes in a new colour palette of blue, orange and purple. This was updated from the green pills featured in its previous logo, aiming to represent people instead of medication.
A spokesperson for AMR Action UK said that the charity changed its name to better reflect its work.
“We are the UK patient organisation for AMR, providing support for those affected and helping them access the treatment they need,” the spokesperson said.
“We engage with patients, families and the wider public to identify concerns and provide a conduit for these views to decision-makers, and this enables us to campaign for the changes that patients want to see.
“Our new name encompasses all of those things, alongside the patient-centred research for which we have always been known.”
The spokesperson said that the charity hopes its name change will amplify its reach, saying: “The world is beginning to wake up to the enormous threat posed by AMR and there is increasing acknowledgement of the need to act now.
“We hope that our new identity will help us to engage with a wider public audience and decision makers who can make the changes that patients want to see.”
The rebrand came after the charity consulted with a range of stakeholders about its strategy, including service users, partner organisations, trustees and its members.
“Through these discussions it became clear that a change in name would better describe our activities and help to raise our profile so that we can increase the support we are able to provide for those affected by AMR,” the spokesperson said.
The charity delivered its rebrand in-house and did not incur any additional costs, the spokesperson said.
Alongside its rebrand, the charity has announced four national patient insight panels to strengthen the ability of patients to influence actions that could protect people in the UK from AMR.
Kirsteen Wills, chief executive of AMR Action UK, said: “This next step is really exciting. Our new name better reflects the work we undertake and our first initiative under that banner is our patient panels, that will give the people who know the impact better than anyone else the structured space and amplified collective voice to shape future policy.”