The Swindon-based Technology Strategy Board, the Government body that aims to accelerate economic growth by stimulating and supporting business-led innovation, has changed its name to Innovate UK
The organisation, based at North Star, started to use the new branding this month and will continue to change its signage, printed material and events and conference stands over the coming months. 
Chief executive Iain Gray said the change was made following comments from businesses.
“Businesses have asked us to simplify what we do and make it easier for them to find funding, support and connections through the various programmes, products and services we offer,” he said. “We’re starting that process by changing our name. We already use Innovate UK in some customer-facing emails and in our website address.
“The nature and remit of our organisation will remain the same. We will continue to fund, support and connect innovative businesses through a unique mix of people and programmes to accelerate sustainable economic growth.
“This change is about raising awareness and improving our profile in order to better support innovative businesses to accelerate economic growth and enhance the reputation of the UK.”
