The Campaign to Protect Rural England has changed its name to CPRE, the countryside charity.
The name has been launched this week to coincide with the conservation charity’s new strategy, which it hopes will enable more people to connect with the countryside.
The charity said it hoped the new name and logo would help it to engage with a new audience and attract more support.
It said in a statement that the name and look had been chosen to “reflect the new approach and strategy of the organisation, designed to respond to the challenges and opportunities the countryside faces today”.
The charity, which was founded in 1926, had been using its previous name since 2003. It was previously called the Council for the Protection of Rural England.
A spokesman for the charity said the latest rebrand process had taken about two years, partly because it needed to work with its 42 local groups, most of which are independent charities.
The creative and strategy company The Good Agency worked alongside the charity on the rebrand.
Its new strategy concentrates on the goals of promoting, enhancing and protecting the countryside and runs until the charity’s centenary in 2026.
CPRE said it wanted to involve a million people in speaking up for the countryside through three main areas: connecting people with the countryside, promoting rural life, and empowering communities to improve and protect their local environment.
Crispin Truman, chief executive of CPRE, said: “Underpinning everything we do is our mission of promoting, enhancing and protecting a thriving countryside for everyone’s benefit.
“We want rural communities to have access to housing, transport and services. It’s also vital that the link is restored between people living in urban areas and the countryside they need to give them space to breathe.”
A spokesman for the charity was unable to confirm on Friday afternoon how much the rebrand had cost.