The RSPB has responded to the news that 60 per cent of British species have declined by rebranding itself and launching a new campaign to provide homes for wildlife.
The rebrand, announced privately to the organisation's volunteers only two months ago, involves a slightly redrawn logo and a new slogan: 'Giving Nature A Home'. The RSPB estimates the cost of refreshing their graphic appearance in the low hundreds of thousands of pounds, but intends to introduce the changes in a cost effective way, easing the new in as the old runs out rather than recalling all their stationery and reserve livery in one go.
The charity hasn't changed its logo for nearly a quarter of a century, though slogans have come and gone recently. The latest replaces 'step up for nature', 'nature's voice', 'a million voices for nature' and 'for birds, for people, forever' in turn, and is intended to make members and public feel like they can do something close to home and feel a part of conservation, rather than apart from it. It is the result of substantial market research performed on a random selection of thousands of staff, members and public. In fact, the biggest appetite for change was reported to be among staff.
Despite initial fears to the contrary, changing the organisation's name was deemed too great a risk. However, the fact that this was considered at all is an indication of the RSPB's internal perception that it might be 'trapped in the bird cage' when wider conservation and ecological issues are at stake. The organisation has long sought to impress upon the public that all nature is connected and that what is good for birds is good for all nature.
The rebrand is their latest attempt to bring that point home, and will involve continuing to work with other national and international conservation charities and governments, in particular revealing some of the inner workings of their campaigns and projects with different partners, and also demonstrating the workings and effects of their business links (for example, projects on Crossrail and Wallasey on The Wirral, Cheshire).
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