The Campaign to Protect Rural England has changed parts of its brand after an internal review concluded that the charity had "confusing messages" and a "muddle of identities".
The rebrand, which was carried out in a partnership with the consultancy Spencer du Bois at a cost of less than £30,000, includes a new logo, a new colour scheme and a new typeface. A change of name was considered but rejected.
CPRE consulted its county branches and members for more than a year in order to reach a consensus on the rebrand.
Dan McLean, communications director at CPRE, said: "We did a review of our brand and branding, and some research, and it concluded there were many confusing messages and a muddle of identities being used.
"Audiences that we want to reach had some negative and erroneous perceptions of CPRE, and many of our achievements on work such as green belts, national parks and planning reform were not evident enough in our communications."
John Spencer, creative director for Spencer du Bois, said the new logo was "strong and confident".
"The overall identity pulls no punches," he said. "It includes a specially designed typeface called 'rustic' that's closely related to the logo's letterforms. There's a bold, vibrant colour palette that reflects the natural environment."
CPRE consists of 43 county branches, most of which are separately registered charities.