Britain’s walking charity is changing its image to reflect the breadth and variety of its current activities. A rise in membership from the under 40s, greater range of urban and specially themed walks such as love hikes and film strolls has called for a more up-to-date image for the 74 year old organisation.

Today, after 20 years of service, its logo of rolling green hills is being put out to pasture. It will be replaced by a cutting-edge new logo. The organisation is also changing its name to the Ramblers, dropping the word ‘Association’. Underlying the rebranding, is a new direction and ambition for the Ramblers, including new initiatives and campaigns aimed at making walking accessible to people of all abilities and backgrounds. Which means all sorts of people doing all sorts of walking in all sorts of places.

The Ramblers is developing its ‘on-the-ground’ work of getting more people in towns and cities to build walking into their everyday lives. It’s pioneering ‘Get Walking Keep Walking’ inner city walks project will help 90,000 people. Themed walks with partners such as the British Film Institute and the Natural History Museum are part of a varied programme of urban and rural walks.

Floella Benjamin OBE DL, Ramblers President, said: ”Walking is one of the greenest, cheapest, healthiest and most pleasurable activities you can do and I love it. The Ramblers is Britain’s walking charity and welcomes all, both young and old, so this fresh, vibrant and accessible new branding reflects this. It sends out a very clear message that everyone is a walker and can enjoy walking no matter who they are, what their ability is, or where they walk – be it town or country.