Medicals Direct Group has re-branded itself as MDG.
The Stanmore-based provider of medical screenings and evidence has also announced the launch of a new website, www.wearemdg.com, plus enhancement of secure online case tracking systems Meditrak and Healthtrak.
However the firm said there are both visual and organisational aspects to the rebrand.
Apart from a new logo, MDG's two operating divisions, handling healthcare and insurer services, will be known as MDG Health and MDG Medicals Direct.
Mike Benton, CEO of Medicals Direct, said: "Our new visual identity will better communicate our core proposition and approach to service provision and innovation.
"The rebrand is intended to signpost where we are now and where we are going, rather than where we came from. We are proud of our past, but there's not much room for nostalgia or complacency in the competitive environment that our clients inhabit. We know that their loyalty must be earned, not taken for granted."
