A HOUSING association has adopted a new identity.

East Boro – which provides housing and support for the sheltered elderly, adults with learning disabilities and other vulnerable groups – has dropped the words ‘Housing Trust’ from its title.

It has also launched a new logo and branding including the strapline: “Housing, Care, Support”.

Chief executive Kevin Hodder said: “Changing our name and identity is not something we have done lightly and without great thought and consideration.

“Our name and look have served us well over the years but it was time for a fresh approach.

“East Boro is now so much more than a housing trust and we wanted to reflect this in both our name and branding. Our new identity does exactly that and we are really pleased with the outcome.

“The design is sharp, concise and sympathetic to our traditions and is visually impactful.”