Army cadet group rebrands to boost awareness of charitable status

The Army Cadet Force Association has rebranded with a new name and logo to ensure the public understands it is a charity.

The charity hopes its new name, Army Cadet Charitable Trust (ACCT UK), will help increase donations and reach more beneficiaries while maintaining its links with Army the Cadet Force.

“By adopting our new name of The Army Cadet Charitable Trust (ACCT UK), we wanted to make clear our work as a charity and highlight the continuing funds and grant programmes we offer to young people in the UK and the cadets and adult volunteers of the Army Cadet Force,” said the charity.

The rebrand includes a new visual identity, which has been developed following research among young people and their parents. This focuses on a star image which is based on army cadet’s ‘achievement badge’ to show their progress.

In addition, the charity aims to focus on storytelling content “to educate and inform our friends and supporters of all the work we do as a charity to help young people”.

The Army Cadet Force Association (ACFA) is now the Army Cadet Charitable Trust UK (ACCT UK). Discover the details on our new brand and why it was time for change: https://t.co/8hcDScG2pI #ACCTUK #guidingyounglives @ArmyCadetsUK pic.twitter.com/uTU0gO99OU
— ACCT UK Official (@AcctUk) September 6, 2021

“We are aiming to do more and better as a charity in the future,” said the charity’s chair Kevin Abraham.

“Young people and volunteers in the Army Cadet Force remain the priority beneficiaries of our support. The ACCT UK board trust these changes will be significant steps in the development of the charity."