CorpComms Magazine

Twenty two years ago, after a two-day marathon annual meeting, a new brand identity was finally voted through by the members of the Ramblers' Association.

It was a knife-edge result. 'The vote just about got through,' says Tom Franklin, chief executive of the walking charity. 'There had been a heated debate for the entire weekend.'

So, when the decision was made to revamp the identity, Franklin, who was appointed 18 months ago, was determined that things would be done differently. He had no plans to hold a special meeting for Ramblers' 135,000 members: 'It's not the way to do business,' he says. 'I didn't want to do branding by committee.'

Instead, the final decision was left to the charity's board.

'The Ramblers has changed quite a lot over the past 22 years,' adds Franklin. 'There are lots of younger groups forming. But a lot of people have an outdated opinion of us. We're viewed as an institution, like Radio 4, but people don't see everything we do. We're changing the way we work to become more relevant to today's world, with new campaigns and services for all people interested in walking.'

Bobble hats

Indeed, research commissioned by Ramblers found that people perceived its members as old men with beards and bobble hats marching through the countryside. Its image was bordering on parody, which both embarrassed and amused the Ramblers.

Rebranding the charity gave Ramblers the chance 'to invite people to have another look,' says Franklin.

London-based brand agency Spencer du Bois, which specialises in not-for-profit organisations, was commissioned to create and effect the rebranding. It surveyed all members of Ramblers, receiving almost 6,000 responses, to find the aims and values that the charity wanted to convey externally.

'We got different statements and options about how the Ramblers could be positioned and about where people might see us,' says Franklin. 'It provided a useful range. There was a real sense of what Ramblers should be.'

The results found that the members wanted to share the experience of walking and to be visionary. 'They set out a really clear image about the role walking plays in helping people feel better,' says Franklin. 'They wanted to emphasise the social aspects and also the importance of health and well-being.' There was a feeling that the Ramblers should be leading the debate about exercise and health issues, but also that it should be more welcoming in its outlook and work in a more collaborative style.

The findings were presented to workshops and focus groups over the following year. Seminars were organised at the Ramblers' key annual meetings in England, Scotland and Wales along with breakfast conferences with partner organisations and political decision makers. A small working group was formed, to which Spencer du Bois revealed the findings and also highlighted what made Ramblers unique: its purpose, vision and values.

What's new?

Franklin adds: 'We wanted to emphasise the nice things about walking for those new to it. We wanted to encourage people to join a group and go along for a walk, and not worry about learning to read an Ordnance Survey map.'

He points out that many outsiders believe the Ramblers only concentrate on longer walks in the heart of the country, an assumption he is keen to dispel. 'We have introduced lots of short walks and city walks, in places like Sheffield and Newcastle, which is the fastest growing part of our membership,' says Franklin. Many of the Ramblers' 500 local groups have introduced themed walks, including special Valentine's Day events for both single people and couples. Between April and June, many groups are holding bluebell walks while a London-based group recently held a walk around Shoreditch looking at the work of Banksy, the urban street artist. 'Many people don't really know what Ramblers do,' says Franklin, who was appointed to 'make sure that change was happening, and that started before the rebrand. But it was important that the rebrand was based on real substance. It was why our research took one year.'

Need for a change

The feedback from the Ramblers was overwhelming; they were ready for a change, feeling it long overdue. Similarly, non-members were enthusiastic and engaged about the charity's new messages - Ramblers was 'at the heart of walking' and would foster a reputation as 'inspiring experts'.

Eight potential logos, ranging from a conservative update to a more radical approach, were presented to the board, who surprisingly opted for the latter.

With an 'r' formed by a tree-like upright and a smoothly curved stone, the new logo is designed to combine both urban and rural environments. The tree and stone represent items that may be found on a walk, but the design allows specially selected images, such as leaves, a feather and an acorn, to replace them for use on websites, campaigning advertisements or postcards.

Max du Bois, co-founder of Spencer du Bois, adds: 'One of the things that inspired people about the logo is its incredible flexibility. With this 'found objects' approach, the logo will always be evolving, so hopefully it will still look fresh in five years' time.'

Central to the new logo is the strapline 'at the heart of walking', which directly quotes one of the Ramblers' key new messages but also helps engage with people on a personal, emotional level. A restricted palette of colours also brings a recognisable uniformity to all Ramblers' publications.

Franklin adds: 'The rebrand is about renewal and making the organisation younger again - not just in terms of attracting a younger audience, but 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.' 

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