The active travel charity formerly known as Sutrans has been rebranded into the Walk Wheel Cycle Trust in a bid to make it “clearer who we are and the work we deliver”.
In a complete overhaul of the charity’s branding, website and social media pages, the group is keen to explain it is still the same charity but hopes the new identity will make its work and presence clearer to the wider public.
“We’re still the same charity that’s been making it possible for everyone to walk, wheel and cycle since 1977,” the new website explains. “But our previous brand didn’t easily help us showcase the huge impact that our work has on our health, our wellbeing and our world. And our purpose just didn’t quite emotionally connect with people the way we knew it could.”
Walk Wheel Cycle Trust admits under its Sustrans branding it is “not as well-known as we’d like to be” and the lack of obvious active travel link to the name Sustrans meant “even those who do know about our charity are sometimes confused about what we do and what we’re trying to achieve”.
It is hoped switching to the more self-explanatory new branding will create a “clearer, stronger identity that amplifies our voice and makes it easier for everyone to understand who we are, what we do and why it matters to them”.
The project has been overseen in collaboration with a branding and creative agency and the charity has promised its donors and volunteers have had, and will have more, opportunities to contribute to the process and share feedback.
The Walk Wheel Cycle Trust has timed the rebrand to go alongside its refreshed strategy report, a 50-page document outlining its aims to make it possible for everyone to walk, wheel and cycle.
In the long-term this works towards its 2050 goals however, over the next five years to 2030, the Walk Wheel Cycle Trust says it is “focusing on the people-powered activities that will help us make the biggest strides” towards its “ambitious 2030 targets”.
Sustrans was probably best known for its management of the National Cycle Network (NCN), 16,000 miles of UK-wide signed paths for walking, wheeling and cycling. The Walk Wheel Cycle Trust will continue its relationship with the network and says it hopes the rebrand will enable it to “build a better connection to the NCN”.
On the campaigning and fundraising side, the charity hopes having a more obvious name and brand will help “diversify and increase our income and audiences”, as well as “increasing brand awareness, engagement and propensity to support”.
“This rebrand will help us tell our story clearly, demonstrate how our work is changing lives for the better and inspire even more people to join us,” Walk Wheel Cycle Trust explained. “Thank you for being part of this journey as we take this exciting step forwards together.”
15 thoughts on ““It’s now clearer who we are and the work we deliver”: Active travel charity Sustrans rebrands to Walk Wheel Cycle Trust”
Hmmm… trips off the tongue,
Hmmm… trips off the tongue, doesn’t it?
WWCT, or Walk Wheel Cycle Trust for short.
I know ‘Sustrans’ sounds like a defunct maglev scheme, but I wonder if its shortcomings lie elsewhere.
I’m sure they would have
I’m sure they would have liked to have been the Active Travel Trust, were it not for the fact that that term’s become somewhat toxified, and ‘walk, wheel, cycle’ seems to have become the recognised acceptable replacement.
I don’t really understand why we need to have ‘cycle’ separate from ‘wheel’, given that one of the defining characteristics of cycles tends to be, er, wheels. Also, what about the space hopperers and pogo stickers – where are they in all this?
It’s a reference to
It’s a reference to wheelchair users and scooters
I realise that, but why can’t
I realise that, but why can’t it be wheelchair users, scooterists, (skateboarders, roller bladers, Heelys wearers…) and cyclists? And then just drop the ‘cycle’ bit. That would make the whole thing less
unwheeldyunwieldy.Amen. “Mobility paths”!
Amen. “Mobility paths”!
In NL, I believe though for “fietsers” the “fietspad” is equally “for” those on adapted bikes, wheelchairs, mobility scooters etc. (or even rollerskaters) as can be seen here:
https://bicycledutch.wordpress.com/2012/12/06/who-else-benefits-from-the-dutch-cycling-infrastructure/
And here:
https://bicycledutch.wordpress.com/2018/07/03/inclusive-cycling-on-tricycles/
Even certain microcars are permitted (often carrying a wheelchair inside) – although I believe there has been some controversy about possible abuse of these.
https://m.youtube.com/watch?v=B9ly7JjqEb0
mdavidford wrote:
“Walkers and Wheelers Trust” has a better ring to it.
Rendel Harris wrote:
I’m not sure about the wheelers, come to think of it…
https://m.youtube.com/watch?v=tjKrOrjrpuo&pp=0gcJCRsBo7VqN5tD
Some of them are rather more
Some of them are rather more friendly.
And that is where Wagon
And that is where Wagon Wheels come from…
So they were larger…
So they were larger…
I’m guessing space-hopperists
I’m guessing space-hopperists and pogo stick users – like stilt-walkers – are pedestrians? In NL at least pedestrians are allowed on cycle paths (everywhere I believe).
The way it “works” is pedestrians have their own perfectly decent space. And there are lots of cyclists who will probably let anyone loitering about the cycle path with no good reason know about their feelings (and no doubt some who would simply be triggered by “in my way”).
So it’s nicer for walkers to stay on the footway and more convenient for cyclists to keep to the cycle path. But if you are shifting fast enough on your pogo stick or space hopper perhaps the cycle path would work for you and everyone else?
(Exception: countryside where there are expected to be few cyclists and even fewer pedestrians – then it’s most efficient just to build cycle paths. At low use rates and with wide infra it “works”).
Well… I guess they’ve at
Well… I guess they’ve at least kept “cycle” in the name. And there is one in their picture, albeit it’s not being ridden, just has a kid next to it…
Pros and cons. It seems that to move our transport conversation forward means starting with the least “threatening” stuff with the widest appeal. That is overwhelmingly improvements for *pedestrians*. Then (whatever active travel we’re for) addressing children’s safety and mobility is probably most likely to get support. Then maybe older folks (more and more of them, and they vote … OTOH they may have the habit of driving).
That would appear to leave “cycling” in exactly the same place as the new organisation’s title – third place, if at all. Perhaps except for kids, mostly recreationally (not near roads).
BUT … without some transport that “spans the gap” between walking (slow, effortfull to carry stuff) and the car little will change – motoring is so space intensive it’ll continue to fill the place and it also makes walking less pleasant and convenient). And public transport also suffers from the gaps between stations / stops.
That is where cycling really comes in – plus what’s good for mass cycling is good for better “accessibility” also.
What is funded or permitted to be built is ultimately out of ex-Sustrans’ hands of course – they’re a charity. But … having positioned themselves as the go-to for many local authorities they have the chance to set the tone. Or at least to try to push authorities as far as possible not to waste money building rubbish that is destined to fail from the outset. (Of course the fate of projects is down to local politics – same everywhere – but we know from the continent that the amount of useable infra delivered vs money spent can increase).
Cars have wheels.
Cars have wheels.
(You’re welcome)
Who’s the ‘you’ here? If it’s
Who’s the ‘you’ here? If it’s
Sustrans’Walk Wheel Cycle Trust’s branding department, I’m not sure this is the most effective way to reach them.Did they use the same
Did they use the same consultants as the Post Office when they changed their name to Consignia?
“Nine letters that spelled fiasco.” http://news.bbc.co.uk/1/hi/business/2002480.stm