The rebranding project, which will involve ‘a total rethink of the party’s direction’ and potentially its name and logo, will begin next month, a report in The Daily Telegraph says. A spokesman for the Liberal Democrats has denied the claims.
The Liberal Democrats are currently at a record low of 10 per cent in opinion polls, compared with a peak of 33 per cent in the run-up to the General Election last May.
The Telegraph report says Liberal Democrat strategists have suggested that the party’s name should be changed to include the word ‘social’, to reassure supporters of its left-wing credentials.
It is also thought that the party may adopt a new logo to emphasise fairness and social justice, such as a scale.
The original ‘bird of freedom’ logo was created by Fitch when the party was formed in 1988 and was updated by Rodney Fitch & Company in 1999.