Every little helps

EVEN though the actual trustees or the proposed charity is not in place, it has been decided that the current name of British Waterways will not suffice.

But at least the design agency, Pentagram, that works for Tesco, amongst others, will design the new logo for the charity that takes over from British Waterways, and do it for free.

Not an option

Of a new name, Simon Salem, British Waterways' Marketing Director states:

"The government's public consultation document ‘A new era for the waterways' recognises that ‘keeping the British Waterways name' is not an option so we collectively need to do some high quality thinking.

"To be successful, the new charity has to reach out and appeal beyond the waterways' existing supporters. The look and feel of the new organisation will be an integral part of its future success, underpinning its fund raising and public engagement efforts. It's vital we get it right. Having such a professional and innovative consultancy offer its services free of charge is a huge endorsement and a massive step forward for the charity."

Not wasting money

Jo Gilbertson, Head of Campaigns and Communications for the Inland Waterways Association, is more concerned in not wasting money, and warns:

"The challenge will be to find minimal cost but effective ways to launch the new charity's brand on the ground. People need to feel part of the new charity and the best way to do that is by voluntarily taking part.

"One suggestion has been for volunteers, boaters and British Waterways staff to be given easy-to-use kits to enable them to help re-brand signs across the network. We have previously encouraged British Waterways to encourage more forms of volunteering. This seems to be a good opportunity to see that in action. I look forward to hearing more ideas like this from the new charity."

The name of the new waterways charity is the subject of a three months public consultation which runs until the end of June. Final decisions about the new charity's name and brand will be made this summer following the appointment of the organisation's first trustees.