"The world has changed. Walking has changed. We have changed."
Tom Franklin, CEO the Ramblers
The Independent says...
The Ramblers has changed its image to reflect the variety and breadth of its current activities.
Today, after 20 years of service, its logo of rolling green hills is being put out to pasture. It has been replaced by a cutting-edge new logo and the word "Association" has been dropped from the name.
However the rebranding is not just about a logo or strapline. The brand reflects the way the Ramblers has changed and its ambitions for the future. We want to see a walking Britain in which all sorts of people, in all sorts of places, do all sorts of walking for all sorts of reasons.
Why have we changed?
Read our press release
How have we changed?
Information for our volunteers
Toolkit for designers
Chief Executive Tom Franklin says:
This is not just about a logo or marketing, but a wholesale shift in where we are positioned in the walking world. There is a public perception that the Ramblers is only for the walking elite. But we want to be about walking for everyone, whatever their ability. We’re changing the way we work to become more relevant to today’s society, with new campaigns and new services for all people interested in walking. The new look will help us to communicate that message to a broader audience. The image of the Ramblers is something that we laugh about ourselves and are a bit embarrassed by. There’s an affectionate view of that image among our members, bordering on parody. But I think that means we sometimes lack confidence, which can make us sound aggressive. The new look will help us to regain that confidence in what we have achieved and think differently about how we work. The rebrand is about renewal and making the organisation younger again – not just in terms of attracting a younger audience, but by giving us a renewed vigour. We were set up for the walking masses, for ordinary people, and we want to be for ordinary people again.
Floella Benjamin OBE DL, Ramblers President, says:
"Walking is one of the greenest, cheapest, healthiest and most pleasurable activities you can do and I love it. The Ramblers is Britain’s walking charity and welcomes all, both young and old, so this fresh, vibrant and accessible new branding welcomes everyone. It sends out a very clear message that everyone is a walker and can enjoy walking no matter who they are, what their ability is, or where they walk, be it town or country. With this modern rebranding, the Ramblers is taking a fundamental step towards putting walking as a means of transport, exercise, leisure and pleasure at the heart of people’s lives, at a time when it is very much needed.”
