The Cotswolds AONB gets a new look and a new name

The Cotswolds Conservation Board, which looks after the Cotswolds Area of Outstanding Natural Beauty (AONB) announces a new name and logo this week. The change is an active welcome 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”; it suggested that the cumbersome title ‘AONB’ should be replaced – with ‘National Landscape’; and it reminded us that our precious natural landscapes have always been, in part, meant to provide everybody the opportunity to connect with nature. Now, in the midst of a pandemic, it is clear that people cherish the great outdoors – and that it’s for all of us to enjoy and look after.

The new look for the Cotswolds embodies all these observations. 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. 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.”