THE Cotswolds Area of Outstanding Natural Beauty has been given a new name and a new logo.
The cumbersome AONB title has been replaced by Cotswolds National Landscape in a bid to bring together the AONB with the national parks.
The Cotswolds Conservation Board announced the new name and logo in reaction to the findings in Julian Glover’s Landscapes Review published in 2019.
The review proposed that National Parks and AONBs should be brought together, as “one family of national landscapes.”
The Board said it was clear – in the midst of a pandemic – people cherished the great outdoors – and it should be enjoyed and looked after.
The new look for the Cotswolds was inspired by the special qualities of the Cotswolds landscape, the logo retains and amplifies the Cotswold Lion sheep synonymous with the region, now features the updated ‘Cotswolds National Landscape’ name, and presents a bold new colour.
The Board said it gives a respectful nod to the heritage of the Cotswolds, but showcases the area in a more energetic, invigorating, and inviting way.
Andy Parsons, its new Chief Executive said, “We firmly believe that this landscape is for everyone to enjoy and explore; and we hope that this exciting step will help people to better understand what we’re about – looking after the Cotswolds National Landscape, and helping people connect with nature in the Cotswolds.”
Brendan McCarthy, the organisation’s chairman, said, “we warmly welcome the outcomes of the Glover Review and look forward to working closely with Defra and all our partners on the next steps.
“This change is the first of these, and an important part of our work to conserve and enhance this wonderful landscape, and to welcome visitors to enjoy it.”
Julian Glover, author of the Landscapes Review, said, “The Cotswolds stand out among our most famous and beautiful landscapes, as one of the places that make England special.
“They look unchanging but keeping their character and backing natural recovery will take effort and leadership. It’s a fight we must win – which is why I’m so pleased to see some of the ideas from our recent landscape review put to work in this precious place.”
Lord Gardiner, Parliamentary Under Secretary of State (Minister for Rural Affairs and Biosecurity), said, “Our national landscapes are at the heart of our rural communities and rural economy, and I welcome this rebrand which I hope will encourage more people to enjoy our spectacular English landscapes.”
Sir Geoffrey Clifton-Brown, Member of Parliament for the Cotswolds, said, “I warmly welcome this rebranding, as it will sharpen everyone’s appreciation for how special the Cotswolds really is – both in the quality of the landscape, and in its built environment.”