Re-branding
The Ramblers association and its members long felt that there was a need for a change of image following on from the last change in 1987. Research commissioned by Ramblers found that people perceived its members as old men with beards and bobble hats marching through the countryside. Its image was bordering on parody, which both embarrassed and amused the Ramblers. London-based brand agency Spencer du Bois, which specialises in not-for-profit organisations, was commissioned to create and effect the rebranding. It surveyed all members of Ramblers, receiving almost 6,000 responses, to find the aims and values that the charity wanted to convey externally. It was apparent that there was a shift in emphasis within the Ramblers, away from elderly and retired middle class and predominantly white Caucasian members walking in the countryside, towards a younger and more ethnically diverse membership for whom walking was an increasingly urban activity. The rebranding exercise was targeted towards this new and evolving demographic.
In 2009, the Ramblers Association was re-branded as the "Ramblers" at a cost of £35,000 and a new logo emerged incorporating a younger, fresher, and more all-inclusive urban image.
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