A new logo for the Countryside Alliance

After nearly ten years with our current logo the Countryside Alliance is rebranding. We want the way we look to more closely reflect the huge range of work and campaigning we undertake. The Countryside Alliance works on a host of issues facing the countryside and the rural community, from rural broadband and rural business awards and charitable projects such as Fishing for Schools and Casting 4 Recovery, to our campaigns for shooting and hunting.

The new look emphasises the Alliance's aim to ensure a future for the countryside which both preserves its traditional values and promotes a thriving rural community and economy; a countryside sustainably managed and sustainably enjoyed; a countryside where rural communities have equal access to the facilities and services enjoyed in urban communities; a countryside where people can pursue their businesses, activities and lives in a society that appreciates and understands their way of life.

The current logo has become one of the most distinctive in the rural arena; but the time is right to build on that success and reach a wider audience both in the rural community and beyond it. Countryside Alliance Chief Executive Tim Bonner said: "We are committed to supporting people who hunt, shoot and fish – that won't change. This is about communicating the remarkable work we do to a much wider audience. We've always been a great campaigning organisation but we need to work harder at communicating that message and the broad range of campaigning we do in other areas such as rural broadband and our Game to Eat programme."

We are rolling out our new look this week. We are extremely grateful to Steve Edge who generously donated his and his agency's time and expertise to create our new logo. Steve Edge, is one of Britain's foremost designers working for some of Britain's top brands including; Purdey, House of Garrard, and Fortnum and Mason to name but a few. Steve is a long-term supporter of the work of the Countryside Alliance and a committed angler, being of the few fishermen to be hit by an iceberg when fishing. We have been delighted to work with him to develop the new Countryside Alliance brand logo – one that will increase our capacity to communicate in a digital age and stand us in good stead for many years to come.