The property consultant, founded by Horatio N Grimley nearly 200 years ago, will drop Grimley and become known as GVA in January 2011.
GVA Grimley said the new name will be part of a major rebrand launch to its entire UK business, a move that will mark a new chapter in the long history of this respected property company.
Rob Bould, chief executive of GVA Grimley, said: "As the markets start to recover, we as a company face an exciting opportunity to build our position in the UK market. We're confident, through our strong trading performance over the past few years coupled with our clear business strategy going forward, that we can become a top five UK property consultant. Our rebrand and name-change is part of that process as we look to deliver a consistency that is seamless throughout the business."
Mark Rawstron, regional senior director at GVA Grimley, added: "We need to have a strong and clear proposition for future investors in our business. So our new brand will convey more clearly how we deliver on client expectations, our business culture, the values we stand for, and how proud we are of our business and of our reputation. Most importantly though, it will create renewed focus on the expectations of our clients in the service we give."
GVA Grimley adopted its existing name in 1998 and has offices in Liverpool and Manchester.