Our Conservative leader has a gargantuan task ahead of her: a singular mission to restore public trust in our ability to govern. That will of course be challenging, requiring a root and branch refresh of our policy platform, party infrastructure and deeply renewing how we present ourselves to the nation.
It has always been the case that in politics, symbols matter. Especially outside of an election, most voters rely on fleeting interactions with a political brand to guide and shape their views. It’s perhaps a depressing reality that feelings and emotion often do more to influence voter support than evidence and argument ever will.
How we seek to define ourselves in the minds of voters will contribute to setting the parameters for our future electoral success. Do it right, and we can draw a distinctive line under our recent term in office, and reset the context for our new offer. It will help to refresh our relationship with the country, in the hope that the public acknowledges and accepts our revitalised pitch in time for the next General Election.
‘The Conservative party brand image hits new low’, declared Ipsos research earlier this year. ‘Will promise anything’, ‘divided’, ‘out of date’, ‘extreme’ and other disheartening descriptions are contained in the report. The thing is, none of this is surprising, whether in the press, on the doorsteps or through divining election results, we have all come across some rather unflattering instincts about us taking root in communities across the country.
To have any hope of winning the next election these gut feelings must be reversed, with trust urgently re-earned.
Our party has a proud history of resilience and reinvention, particularly after electoral setbacks. Kemi Badenoch has quite rightly stressed that true renewal starts with values informing our policies. With an exciting new leader intent on rebuilding, now is the time for us to also carefully consider how we update our shop window – the visual way that most voters experience our party brand.
As controversial as it was, the shift in 2006 from the torch of liberty to the scribbled oak-tree emblem under David Cameron’s leadership was nevertheless a definitive moment for our party. After decades of electoral failure, it helped signal a fresh start and clearly drew a distinction with a less-than-gleaming reputation. That rebrand was part of a wider strategy to modernise the party and was foundational in contributing to our success in the 2010 general election.
Fourteen years later, after suffering the biggest defeat in our party’s history, we need to consider another brand reset moment – and sooner rather than later. I think we need a new logo.
Doing this properly will take time, but a political rebrand must be rooted in answering three fundamental questions that I know many of us have been grappling with since July:
- What are the core values of the modern Conservative Party?
- How do they align with the needs of the wider electorate and country?
- What is the best way to authentically communicate this to the public, visually and linguistically?
All of this of course depends hugely on the direction set by our new leader, and the decisions she’ll take to building a strong operation to lead us to victory in 2029, but even at this early stage we can attempt to feel our way towards something that works.
The Torch of Liberty, once a powerful symbol of our party, could be revitalised and updated to reflect the contemporary values of freedom and opportunity that we champion. It could be redesigned to have a sleek, modern look while still evoking the flame of freedom that has long been at the heart of conservatism. In an increasingly unstable world, where we are surrounded by aggressive state actors seeking to do us harm, what could be more potent?
Alternatively, the British Lion, part of the Royal Coat of Arms, has long served as a potent emblem for our people. It’s a symbol of strength, courage, and national pride, qualities that align with the Conservative ethos. A stylised lion could appeal to a sense of tradition and national identity, while also pointing to our party’s readiness to lead boldly with conviction.
Former MP Robert Halfon has long advocated for our logo to be the Ladder of Aspiration. It could represent our commitment to meritocracy and social mobility, personal responsibility, entrepreneurism and our belief in the opportunity for all to work towards success. This could resonate with voters who value self-improvement and the promise of a fair chance to push for a better life, not least as Labour seem institutionally incapable of supporting those who strive.
If we don’t want to throw the baby out with the bathwater, we could simply update the Oak Tree, which after all does represent endurance, stability, and that we always strive to make long-term decisions in the best interests of the entire country. The association with our party already exists, and it could be refreshed to symbolise our deep roots and the hinterland that enables us to weather any storm.
There will be other ideas, and a logo is only part of what’s needed for a successful political rebrand – but taking this exercise seriously has to be part of an authentic process of introspection and renewal, aligning our outward identity with our core values and the philosophy we believe will move Britain forward.
A revitalised logo could be a small but important part of rejuvenating our political prospects – an opportunity to show that the Conservative Party is not stuck in the past but will always be a dynamic force ready to use our values to tackle the challenges of tomorrow.
