Tories set light to old identity in the quest for votes

The Conservative Party’s torch logo is on the verge of being extinguished, and its name blotted out, if recent reports are anything to go by. In an attempt to spark some electoral interest, following disappointments in the European and local elections, senior party members are discussing a total rebrand.

The new-look visual identity is being kept under close wraps, but names being mooted apparently include the bland Democrats, blah New Democrats, flat Progress and completely flavourless Reform Conservatives.

Is this a cry, in all but words, for the love of a good naming guru – or what?