The financial training charity Money4You has changed its name in a bid to more effectively connect with the communities it serves.
The charity has rebranded to The Avocado Foundation because it said it did more than provide money.
It said its acquisition of the ‘Avocado’ trademark in financial education strengthened the connection between its name and the services it offered.
The charity changed its logo from three green dollar, euro and pound notes surrounded by an orange oval to an avocado, retaining its colours.
“Avocado, a fruit known for its potential to cultivate healthy growth, resonates with the communities we serve,” the charity said.
“It symbolises the potential for financial health and prosperity that The Avocado Foundation strives to cultivate.
“This strategic name change reflects a natural progression.
“We recognise the need to equip individuals with the knowledge, tools and advocacy they need to navigate the financial landscape and achieve long-term stability.”
The rebrand was a collaborative effort between the charity and the graphic designer Upasna Prasad, who provided pro bono contributions.
The charity said the rebrand was valued at £25,000 and work on it started in early April.
“We’re grateful for Upasna’s talent and partnership in creating a fresh visual identity that embodies our mission and core values,” the charity said.
AmickyCarol Akiwumi, chief executive of The Avocado Foundation, said the change represented the charity’s “deep-rooted commitment” to empowering underserved communities.
“This transformation allows us to provide a more comprehensive approach, fostering financial independence and a brighter future,” she said.