Labour may ditch 'harsh' logo in search for a softer image

Labour is considering ditching its "square'' official logo for a softer and "less aggressive" brand image.

Labour is considering ditching its "square'' official logo for a softer and "less aggressive" brand image.

It is to ask designers to find alternatives to its "New Labour, New Britain" emblem, which was used in the 1997 election campaign and which has since appeared to supersede the red rose. Labour sources say the logo "looks too harsh" and is too closely associated with the party's former headquarters at Millbank.

They have asked designers to consider a logo with softer "squiggles'' to reflect a "more inclusive" 21st-century feel. Party image makers will experiment with the purple used at recent party conferences alongside the traditional red, and will look at alternative slogans to "New Britain''. "They are looking at squiggles and think the logo looks dated,'' said one Millbank source. "Various ideas are being considered."

But the image makers are unlikely to advocate ditching the "New" prefix to the party's name, which has come to symbolise the Blair revolution.

Eddie Morgan, Labour's assistant general secretary, said plans to ditch the logo had not reached committee stage but he could not say it would be there "for perpetuity". Presentation was no longer a key priority for the party.

"Lots of people think that we believe presentation is key but we think the challenges are more fundamental,' he said. "It's no longer about slick, slick presentation. The real way forward is to get back to old-fashioned communication and word of mouth.''