The Liberal Democrat party could be plotting a rebrand following its disastrous result at last week’s General Election, which saw the party return just eight MPs, down from 57 in the previous Parliament.
Speculation about a rebrand has come about after Liberal Democrat MP Tim Farron, who is seen as a potential future leader, referred to the party as “the Liberals” in a radio interview with the BBC.
Farron is tipped to replace former Lib Dem leader Nick Clegg, who stood down following his party’s woeful showing at the polls.
The Telegraph says that any decision to drop the word “Democrats” from the party’s name would draw a line under the party’s links with the Social Democrat Party, which dates from the late 1980s.
It would also help the party capitalise on its long history and Liberal politicians such as Gladstone, Lloyd George and William Beveridge.
The modern Liberal Democrat party was formed in 1988 by a merger of the Liberal Party – which was founded in the 19th century – and the Social Democratic Party – which had split from Labour in 1981.
The Liberal Democrat “Bird of Freedom” logo was created by Fitch when the party formed and has received several slight updates over the years – including a reworking by Rodney Fitch & Partners in 1999.
In 2013 the logo was reworked again, with a new typeface and 3D shadowing effect added.
In a recent Design Week survey of political party brands, Kimpton Creative founder David Kimpton described the current identity as “ the most ‘designed’ of all the party logos”, while Brandhouse executive creative director Bronwen Edwards said: “It’s actually one of the most finessed and sophisticated of the bunch, but with its elegance is an air of fragility.”