Sustrans Wheels Out a New Name as part of Brand Refresh
The British sustainable travel charity Sustrans has changed its name.
It is now called Walk Wheel Cycle Trust.
Founded in 1977, the charity says its purpose has always been to encourage people to walk, wheel and cycle - but that has not always been clear to the public.
So, it has gone for a rebrand.
New name. New logo. New colours. The charity calls it a "refreshed identity" that is designed to be "clearer, bolder and more inclusive".
In a letter to supporters, chief executive Xavier Brice said: "This isn't just a new look. It's a renewed commitment to our purpose: making it possible for everyone to walk, wheel and cycle. Because it changes everything - our health, our wellbeing and our world."
With the rebrand comes a new strategy for 2025 to 2050, and three key strategic aims.
- Building the National Cycle Network to help bring everyone closer to the places and people they love through walking, wheeling and cycling.
- Connecting thriving neighbourhoods where everyone is free to live and move with ease
- Empowering millions to walk, wheel and cycle for their health, their wellbeing, and their world.
The charity has created more than 12,500 miles of signed paths across the UK. This year is the 30th anniversary of the creation of the UK-wide National Cycle Network.
The first route was created along a disused railway in Bristol almost 50 years ago.
The charity says it has worked with supporters, volunteers, partners and the public to review progress in recent years and explore how best to move the movement - first known as Cyclebag - forward.
