SYHA rebrands as Hostelling Scotland

Market research had found that the charity's key demographic of 16 to 26-year-olds saw the old logo as dated and did not understand what SYHA stood for

The Scottish Youth Hostels Association has rebranded as Hostelling Scotland.

The 87-year-old charity, which employs 160 staff and had an income of £9m in 2017, changed its identity after market research revealed that people thought its old logo looked dated and were confused about what the initials SYHA stood for.

Margo Paterson, chief executive of Hostelling Scotland, said the charity's key demographic of 16 to 26-year-olds did not identify well with the old image.

"There are a lot of young people who know about hostelling abroad and we want them to know it's also here on their doorstep," Paterson told Third Sector.

She said she was unable to reveal the cost of the rebrand, which was conducted by the Glasgow agency Frame, because it was part of a broader spend on marketing.

Founded in 1931, the charity will continue to be registered under its original name of the Scottish Youth Hostels Association.

A decade ago it adopted SYHA Hostelling Scotland as its public name, and this has now been shortened to Hostelling Scotland.

The charity, which operates 60 hostels, said in a statement that the new look included the internationally recognised symbol for youth hostelling and the background colour mirrored the Saltire.

It added that the new brand would ensure the organisation remained relevant in the wake of last year's £500,000 development of Aberdeen Youth Hostel and the £2.1m refurbishment of Glen Nevis Youth Hostel, which is due to be complete by May 2018.

The new look will be rolled out on signage, staff uniforms and print and online materials over the next few months.

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