In the years since Labour came to power, the Conservative Party has not only suffered an image problem, but has also struggled to articulate a premise that is both differentiating and resonates with the electorate. That is, arguably, until now.
Assessing an organisation's logo in isolation of the organisation itself is a waste of time. Similarly, changing an organisation's logo without that change reflecting something more substantial is not only a waste of time, it is also a significant waste of money. The point here is not the Conservatives' logo change itself, it is the degree to which the logo reflects real change in the organisation it symbolises. To that end, it makes quite a statement. Evoking change, growth and a freshness of spirit, the new logo is a far cry from the galvanising, authoritarian and incongruously militant torch now so synonymous with the Conservatives of old.
A logo as simple and universal as a tree carries an implicit promise of growth, freshness and renewal - a promise that will need to be delivered to keep cynicism at bay. David Cameron has gone to great lengths to re-humanise his party - to pitch it as the party of the British people, rather than as a party for the people (or worse, some of the people). Polls tell us his efforts are bearing fruit.
Design: Perfect Day.