the descriptive name

ActionAid was founded in 1972 as a child sponsorship charity when 88 UK supporters sponsored 88 children in India Kenya the focus primarily being to provide children with an education.

This is a modernist version of the standard descriptor name in which a neat graphical enhancement of the qualifier word action + descriptor theme aid cleverly inverts the i into an exclamation mark. This transforms the relatively bland charity name into a call to arms.

Modern descriptor brand naming can be broken down into two types, whole words with standard syntax (e.g. THE BRITISH MUSEUM) or compounded names like MOTHER + CARE (MOTHERCARE) and ACTION + AID (ACTIONAID) in which the qualifier element can heighten the effect of a tried and trustworthy formula.
The former is the traditionalist brand name type, the latter, snappy and immediate, is more dramatic and brandable.