The name aims to reflect the charity's primary goal - that every child should be a well child. The logo was devised free of charge by Nigel Ward at Draw Design. According to the charity's chief executive, Kedge Martin, it seeks to convey the "caring and all-embracing nature of our work, as well as our ambition to work hand-in-hand with other charities and agencies in the field".
The branding was unveiled at the recent London Marathon on the T-shirts of more than 200 runners, including Martin and colleague Teri Collett, who ran to raise funds for the charity.
Since its inception in 1977, the charity has funded research into all areas of paediatric health including cancer, diabetes, liver disease, Down's Syndrome, asthma and premature birth.