Back to tradition for Tory logo

Less than a year after it was unveiled, the logo for the Conservative Party has undergone a minor nip and tuck, having changed this week from green to blue.

Before September last year, the Tories were recognised by the blue “torch of freedom” but the leadership team thought this outdated and scrapped it.

In its place, they unveiled a green oak tree with a blue trunk, pleasing green campaigners but confusing some of the party’s most loyal activists.

These hard-line Tories were pacified this week, when William Hague, shadow foreign secretary, gave a presentation on the European Union treaty.

He spoke in front of an oak-tree logo that featuring a blue top and blue trunk.

Although the outline of the oak-tree logo has remained, the corners of the sky blue design are adorned with clouds and a glint of sunlight, while the lower aspect of the design is dark blue, almost navy.

Defending the changes to the logo, which cost £40,000 to design, a Tory spokesman reportedly said the logo was always intended to alter in different settings.

He told The Independent: “It is supposed to be a dynamic, flexible brand that is versatile and changes. In this case it was not really blue but a sky background.”

But the paper also reported one Tory activist has never got over the squiggle design of the oak tree, regardless of its colour.

Lords Bell of Belgravia, who was behind Baroness Thatcher’s image, said the design left him “speechless and bemused” and appeared to have been drawn by a “three–year-old let loose with a crayon.”

The comments may upset marketing guru Steve Hilton, one of Tory party leader David Cameron’s closest and most trusted advisors, who masterminded the original design.

Yesterday, the Tory party website was inviting visitors to shape its manifesto around a banner emblazoned with the same blue clouds that were seen at Mr Hague’s presentation.

But the site’s front-page and MPs’ blogs continue to show the green oak-tree logo.

Last night, the website was hosting a video clip of Mr Hague’s address, in which his background is dominated by the oak tree’s blue and navy swirls.


10th August 2007

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