The Pre-school Playgroups Association is relaunching this week as the Pre-school Learning Alliance, with an identity by The Jenkins Group.
The 35-year-old association is the country’s single largest provider of education and care for under-fives. Its previous identity was designed four years ago, also by The Jenkins Group.
A consultancy spokesman says “playgroups” has been dropped from the name to better convey the educational role of the charity.
Education Secretary Gillian Shephard was due to attend yesterday’s launch, with simultaneous regional launches in Bristol, Doncaster, Greater Manchester and Stratford upon Avon.