No, this is a refresh of our current branding. We are retaining much of the existing elements that are part of our familiar visuals but are updating the logo and refining some of the guidance to meet our growing digital needs and to bring a sense of consistency to the branding of Kent Wildlife Trust and the wider Wildlife Trust movement. The need for modernisation has been highlighted through market research over the last few years, and with the launch of a new collective strategy it felt like the right time to address this.
All costs associated with this update have been limited to market research completed by the wider Wildlife Trust movement and our own. This included a round of qualitative testing with two focus groups, some quantitative testing using data analysts, YouGov and email surveys to our members and supporters. Aside from the market research, internal costs have been minimised, with staff at the Trust working within their normal working hours. Design work was all completed in-house, and we will be launching online only initially to limit costs, whilst ensuring that more costly items like signage are replaced gradually and in line with their usual lifespan.
Over the past few years, consultation with membership and staff, alongside the market research activity undertaken, all supported the decision to retain the Adonis Blue Butterfly as a key element of our visual identity. We also continue to support the conservation of this species by restoring and protecting the chalk downs that they rely on. We still feel the Adonis Blue Butterfly is a symbol of this quintessential Kentish landscape and we want to continue to show our support to this rare species which we’re so proud to have a part in conserving for over 65 years of existence as a Trust.
In addition, there is demonstrable brand recognition value in retaining the Adonis Blue visually and evolving the logo, rather than re-designing and relaunching our brand identity. It means that we don’t need to replace everything at once to retain our brand identity and so limit costs too
We were able to undertake this logo refresh without needing to reallocate resources or time. Much of the work was done by our in-house design team, taking the elements already developed by The Wildlife Trusts and the launch was delivered by our marketing team in their normal working hours.
As we’re launching this refresh in a phased approach, you may still see our old logo on signs or merchandise, but all new materials will be printed with our new logo and over time, we will see the old logo phased out.
If you have an upcoming project or activity that you’d like to include our logo on or would like to replace our old logo with the new one please get in touch to get this replaced by emailing [email protected].
Not specifically linked to the branding no, but our revised logo will become part of our ongoing work as we continue to engage with our communities with a range of events and activities to inspire people to take action for nature. Our logo may have changed but the threats to Kent’s wildlife and wild spaces remain so we hope our refreshed branding will help new audiences to connect with us and help to create a #WilderKent. If you’d like to hear first about our plans and upcoming activities please join as a member.
At Kent Wildlife Trust, our volunteers are one of our most precious resources in the journey to create a #WilderKent. Without their passion, dedication, and tireless efforts, so much of what we achieve wouldn’t be possible.
Head of Strategic Conservation Initiatives at Kent Wildlife Trust offers her take on the hotly anticipated Labour budget to support rebuilding Britain.
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