Rural council uses rebrand to change public perception

The Council for the Protection of Rural England will change its name, logo and strapline later this year to reflect wider changes within the organisation.

The charity's general council has approved a name change to the Campaign for the Protection of Rural England, and will formally ratify the decision in November.

The 75-year-old charity decided last year to improve its public profile and put a greater emphasis on its campaigning work to dispel the misconception that it was a backward-looking charity of the establishment.

"The word 'council' will be scrapped because it sounds more like a statutory authority and no longer reflects what the charity stands for,

said head of communications Nick Schoon.

Direct marketing agency Target Direct is overseeing the charity's rebrand and private sector design agency Pentagram has agreed to redesign the logo and the council's "whole visual vocabulary

on a pro bono basis.

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