A child exploitation charity has changed its name to better reflect its history, as part of a wider rebrand.
Parents Against Child Exploitation, or Pace, which is Leeds-based and supports families in England and Wales with experience of child exploitation, has changed its name to the Ivison Trust, saying that its old name was becoming a “barrier”.
The aim of the name change is to make the charity’s services more accessible to all family members and caregivers.
Louisa MacCallion, head of communications and marketing at Ivison Trust, said: “Following consultations with staff, supporters and beneficiaries we found that our name was becoming a barrier.
“Our support is available for every family and their caregivers, whether they are parents, carers or grandparents, and it is so important that our inclusivity is synonymous with our visual identity.”
The new name comes from the charity’s founder, Irene Ivison. Ivison started the charity 25 years ago after her 17-year-old daughter Fiona, who was a victim of grooming and exploitation, was murdered.
MacCallion said: “Honouring both Irene and Fiona in our new name enabled us to bring the principles of our history with us into the future.”
Lindsay Dalton, chief executive of Ivison Trust, added: “Honouring the memory of Irene and Fiona with the Ivison Trust name and our new identity brings into focus our guiding purpose to protect and keep children safe from exploitation while improving the systems that exist to protect them.”
The charity has also updated its logo as part of the rebrand, updating it to a symbol of a parent and a child to reflect its history.
MacCallion said the charity consulted parents affected by child exploitation to guide the way the shapes were created, adding: “It was important for the shapes to have hard lines representing the strength of families.”
Dalton said: “Symbolising both Fiona and Irene in our logo celebrates the strength and love between a parent and child, because that will always be at the heart of our work.
“They stand strong together in our identity, because we know that exploiters will do everything they can to break that bond and Ivison Trust will do everything we can do to protect and rebuild it.”
The charity worked with Design Project, a creative agency, to develop the new brand over the past year.
The charity said it was not able to say how much the rebrand cost.