Conservatives rebrand – again

Thursday, August 9th, 2007

Design Week reports:

The Conservative Party is changing its tree logo from green (above) to blue, less than a year after its launch.

The identity redesign retains the scribbled tree shape, but it is now sky blue and features a cloud and a ray of sunlight.

The £40 000 scribbled tree logo was created by London design group Perfect Day to replace the flaming ‘freedom’ torch identity, which was introduced in 1977.

The new logo invited criticism when it was unveiled in September 2006, being compared to a child’s drawing, broccoli, and a coin scratch on a lottery card.

Party officials said last year that the tree represented ‘strength, endurance, renewal and growth’, and emphasised the party’s Green credentials.

Onlookers are speculating that the change in hue is calculated to appease the Party’s right-wing members, coming at a time when party leader David Cameron’s authority has been under attack. A party spokesperson responded by saying that the Tory logo was always intended to be flexible, to ‘display any number of background images’.

At the party’s spring conference, the logo was covered with blossom, while at the autumn conference in October it was given a yellowish tinge.

A blue tree? A blue fucking tree?

This is why I got out of design. I can imagine the agency that came up with this logo being told by some politician to make the tree blue because ‘that’s the colour of the Conservative Party’. ‘But it’s a tree, you tosser’ would have been my considered response. ‘Oh and it says ‘Conservative’ right next to it so it’s not like anyone’s going to mistake you for the ‘Tree Party’ is it?’ Though given their current situation (David Cameron has achieved the impossible and returned them to their former status in the polls, by coming third in two by-elections) it might not be a bad idea to go for a radical rebrand and hope people do indeed confuse you for the Tree Party. Whoever they are.


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