Tories ditch torch for tree doodle in image revamp

LONDON - The Conservative Party is to replace its two-decade old torch logo with a tree as part of leader David Cameron's efforts to rebrand the party.

The tree logo, in blue and green and featuring a scrawled design of an indiscriminate tree that leans to the right, has been created to convey a modern image of a party that has been transformed.

The move comes as the party seeks to raise environmental issues up the agenda and reclaim rural seats nationally and locally that have been lost to the Liberal Democrats in recent years.

The new image is set to be officially launched at next month's annual conference and has been revealed after being sent out to delegates as part of their conference pack.

According to media reports, the conference will have the slogan "A New Direction" and will be stage managed to be more media friendly.

Francis Maude, Conservative Party chairman, announced in the summer that the torch logo, created in 1987 and redesigned by M&C Saatchi in 2004, would be replaced. The new tree image has been created by London-based agency Perfect Day, which is understood to have been paid £40,000 for the work.

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