This week, the Ernest Cook Trust is welcoming a change for our organisation – launching our new website and unveiling our full rebrand.
Although it’s not really a rebrand… because just like in nature, we’re really covering the same ground but in a new season. Familiar land that feels fresh and new with the arrival of Spring!
We’re not changing the name – we’re too proud of our heritage, and grounded in Ernest Cook’s commitment to rural life, to fix what isn’t broken!
The roots of The Ernest Cook Trust are deeply embedded in our founder’s love of the countryside. Since 1952 we have brought together land and learning, because more than just a place to roam or own, the land is for all of us.
And there are no big changes to the logo. Although we are excited to use it in new ways, and hope to make it a recognisable and reassuring symbol across our estates of the land management and learning that we are known for.
This rebrand is more about how we connect with people, how we tell our story, and how we bring you closer to the outdoors.
This spring is a new awakening for Ernest Cook Trust. It is time to share our work more widely, to start more conversations about the power of outdoor learning and nature connection, to find more partners ready to create learning and life opportunities for young people and build stronger connections around our places.
Ed Ikin, Chief Executive
So we have new colours – Forest Green, Sprout Green, Dove White, Forget-Me-Not, Poppy, Calluna and Primrose. All taken from nature and connecting us with the land that enriches us. This felt so important, as we wanted a visual identity that reflected our heritage as a landowner but felt fun and vibrant enough for an outdoor learning provider. We’re not talking down to young people with primary school colours, but we are leaning into the fun and joy that the outdoors has to offer. And hopefully inspiring people to discover it for themselves.
We’ve also explored some new fonts, using our logo in new ways, and embracing some nostalgic illustrations that capture the carefreeness of childhood. These little changes will show up more and more and hopefully bring all the different parts of our organisation to life.
You’ll see this “new foliage” (to continue the seasonal metaphor!) all over our new website, but the real motivation behind our new website was about access. We believe the land is for all of us, and that means making sure our website and stories are accessible too. So we designed a website that is easier to move around and that shares all the important areas of our work – from grants and outdoor learning, to farms and land management.
And most importantly, we’ve shifted how we share our story and talk about the Ernest Cook Trust’s impact.
Because we want to tell stories that genuinely connect people to the outdoors and the impact that outdoor learning can have on people of all ages – and especially young people. Sometimes in the past we’ve been quite formal in how we speak, and we’re now more natural and relaxed. We’re also committing to keeping the joy in our work. We fully understand that farming, the environment and learning sectors are facing serious challenges, but we won’t offer doom and gloom without sharing good news stories or accessible solutions too. And above all we want to be accessible and welcoming in our work – avoiding acronyms, technical language, or stories that only speak to one group of people.
Because at the heart of this rebrand is the understanding that land is in our nature. Ours, and yours. Land is for all of us. Thank you for joining us and welcome to this new season of the Ernest Cook Trust.
