Incorporating a name, strapline and corporate identity rolled into one, it is designed to increase public understanding of the poverty and isolation facing disadvantaged older people.
The rebrand marks the end of the brand's sun logo, which it introduced in 1964. The new logo will be rolled out across Help the Aged's 400 shops and 100 vehicles.
The charity is also laying the groundwork for its first national ad campaign this winter, which will focus on single issues. It will make regular use of emotive black-and-white imagery in its communications.
Help the Aged director of communications and marketing Steve Jones said the positioning will enable the group to more forcefully tackle the issues facing the 20% of pensioners who live below the poverty line.
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