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The National Trust, the 114 year old charity that works to preserve and protect the coastline, countryside and buildings of England, Wales and Northern Ireland, is bringing its image up to date.

The charity, which is Europe's largest conservation charity, is dropping 'The' from its name, which brings it in line with its Internet address, and is updating its logo.

The symbol, which comprises a sprig of oak leaves and acorns, will be enlarged, while its uniform dark green will be replaced with a more colourful palette, including blues, purples and greens.

It is believed that the logo was inspired by a carving in the cornice of the Alfriston Clergy House, a 14th century timber framed house in East Sussex, which was the first property acquired by the National Trust. It cost £10, or around £600 today.

Sue Wilkinson, director of marketing at the National Trust, said: 'Lots of people love us just as we are, but research showed that others feel we look and come across as a bit old-fashioned and formal. We felt that it was time to take another look at our brand, and give it a fresh new look and feel as it's been 12 years since we last did this.

'We're not changing what we stand for and at the heart of our refreshed identity will be the National Trust oak leaf: bigger, bolder and more prominent. We'll also be using brighter colours and new images and layouts and encouraging staff to feel they can use more welcoming language.'

The Trust was founded in 1895 by three Victorian philanthropists, Octavia Hill, Sir Robert Hunter and Canon Hardwicke Rawnsley, and was initially concerned with protecting open spaces and a variety of threatened buildings.

The rebranding, which was developed by consultancy Wolff Olins, will be rolled out gradually. It will start in January in a mailing to National Trust members, when it will feature in their handbooks and magazines.

It is believed that the National Trust, which has 3.5 million members - or more than three times the combined membership of all political parties - is keen to encourage younger people, ethnic minorities and more city dwellers to visit its properties.

Every year, more than 12 million people visit National Trust properties, which include more than 300 historic houses and gardens and 49 industrial monuments and mills.

Many of its country houses and gardens were donated to the Trust in the middle of the last century in lieu of death duties, but in recent years it has sought to widen its appeal with the acquisition of both Paul McCartney and John Lennon's childhood homes.

It currently owns about 1.5 per cent of the total land mass of England, Wales and Northern Ireland, including one quarter of the Lake District.

The majority of National Trust's staff, 52,000 people, are volunteers, and, as part of the rebranding, they will be encouraged to adopt a less formal attitude, toning down instructions on signs and using more welcoming signs. They will also be encouraged to leave personal recommendations for visitors, in a similar fashion to that adopted by some book shops. 

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