Wolff Olins has been working on the branding project for more than a year, having been appointed following a tender process, according to a National Trust spokesman.
The consultancy also worked on the National Trust’s last major branding project, in the 1990s.
The spokesman says, ‘Following research about the perception of the National Trust, we’ve decided to refresh the identity.’
He adds, ‘The main change is that the oak lead symbol will be bigger, bolder and brighter. They’re fairly subtle changes, but we hope they will make the identity fresher.’
The new branding will go into use for the first time in January 2010, with the release of the new members’ handbook, before being rolled out across the rest of the organisation.