CPRE identity needs ‘inspiration’

Charity and campaigning group The Council for the Protection of Rural England has announced it is to rebrand and will appoint a consultancy in the next month.

The organisation wants to change its name, logo and strapline and launch the look by summer of next year.

The CPRE, which will change the ‘council’ in its name to ‘a more forceful’ campaign, has decided that its existing ‘Victorian woodcut’ logo of an idyllic rural scene is too fussy and nostalgic. It will present designs to its network of county branches and the intention is to select a favourite in the autumn, to be endorsed by The CPRE’s general council in November.

CPRE head of communications Nicholas Schoon says, ‘We need inspiring. We’ve no idea what a new logo would look like. But we’re clear, after much debate, that our current logo isn’t good enough.’

‘Most of our volunteers are suspicious of the rebranding industry, so we’d like to make these changes cost-effectively,’ he adds.