An 109-year-old veterans charity has rebranded with a new name that highlights its charitable status and a logo that “celebrates every branch of the armed forces”. 

Stoll, which provides supported housing to veterans, has changed its name to The Stoll Foundation, to better highlight the organisation’s charitable status and pay tribute to its founder, the philanthropist and theatre impresario Sir Oswald Stoll, who died in 1942.

It is the charity’s third name change, having originally been named the War Seal Foundation before becoming the Sir Oswald Stoll Foundation in 1919 and later, simply Stoll.

Will Campbell-Wroe, chief executive of The Stoll Foundation, said: “A consistent piece of feedback we’ve received from tenants is their desire for us to put ‘foundation’ back in our name.

“We’re proud to have provided life-changing housing and support services to hundreds of veterans as a charitable foundation for over a century, and our tenants want our name to clearly communicate that.”

The charity consulted staff, residents and board members using workshops and focus groups on its new branding and name change.

A spokesperson for the charity said that during consultations with residents, themes of celebrating the charity’s heritage and more clearly highlighting its charitable status “came up repeatedly”, with residents saying it was unclear what ‘Stoll’ did.

The Stoll Foundation has also unveiled a new logo, which it said “celebrates the charity’s heritage by drawing inspiration from the iconic war seal”. This was a small diamond-shaped stamp that was sold in Stoll’s theatres, Selfridges and Boots during the First World War to raise money for his first block of veterans’ housing.

The logo’s colour palette “celebrates every branch of the armed forces” by incorporating Army red, Air Force blue, Navy blue and Ministry of Defence purple alongside the gold of the war seal.

The charity’s website has undergone a colour palette and logo refresh, but is yet to have a full revamp, a spokesperson for The Stoll Foundation said.

The brand refresh comes as the charity prepares to move the majority of its residents from Sir Oswald Stoll Mansions to a nearby riverside King’s Road Park development, after the charity sold its building to Chelsea Football Club last year for £80m.

The rebrand was carried out in collaboration with Launch PR as part of a wider ongoing partnership, the spokesperson said, meaning it did not have a specific cost attached. 

Beverley Russell, director of supporter engagement at the charity, said: “Since 1916, we’ve been adapting our housing and services to the ever-changing needs of veterans, and our new branding is a reflection of this.

“It shows our ability to evolve with the times while preserving what is most important to our tenants and staff: our heritage, our military connections and our charitable status.”