The new Canal and River Trust logo is water under the bridge

An abstract logo of a bridge over rippled water is now being used to represent the Canal and River Trust, a charity that looks to protect and maintain England and Wales’ waterways.

The old logo was a swan swimming under a bridge, so for continuity they have kept the bridge, but in a shape that represents the rising sun, unity and togetherness, as well as the reflections of water.

The new logo is comprised of two blue and two green shades used alongside white. These four colours indicate water, sky, leaf and grass, with the dark blue core colour representing water. An extended palette of orange and yellow has also been used across communications, to symbolise both “land and water".

Modern Era, a “contemporary, friendly” sans-serif typeface with a “large x-height” – the height of letters minus their descenders and ascenders – has been used for the logo and all copy to provide “legibility”.

The new branding is currently rolling out across all touchpoints, including print marketing materials such as posters, signage, merchandise, uniforms, internal print documents, charity vans and across the website and social media.

Did you know that roughly half the population of England and Wales lives within five miles of a canal, so the footfall for the brand is huge. Time to get walking and discover what's under the bridge!

WHAT IS REBRANDING? Rebranding is a marketing strategy in which a new name, term, symbol, design, or combination thereof is created for an established brand with the intention of developing a new, differentiated identity in the minds of consumers, investors, competitors, and other stakeholders.





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