National Landscapes: The Rebrand

Welcome to a new chapter in the story of this designated Area of Outstanding Natural Beauty (AONB). We have rebranded to Nidderdale National Landscape.

The National Landscape rebrand is government funded for all 46 Areas of Outstanding Natural Beauty across the UK.

In this rebrand, we and our work continue; however, it marks a positive, important, and inclusive next chapter for the entire National Landscapes network across the UK.

It is more than a new brand. It’s part of a national campaign to place National Landscapes at the forefront of the fight against climate change and biodiversity loss.

It gives us a more powerful voice; we must work collaboratively to address the nature and climate crisis.

It will help us have bigger impact around the issues that matter. This rebrand launches ambitious targets, which have been set to protect our nation’s special landscapes.

Each National Landscape has its unique qualities and beauty.

Our work with the local community to protect and regenerate Nidderdale for all to enjoy, continues. We just have a stronger voice.

FAQs

What are National Landscapes?

National Landscapes is the new name for Areas of Outstanding Natural Beauty. Nidderdale is one of 46 National Landscapes in the UK, covering 14% of England, Wales, and Northern Ireland.

They are at the forefront of the fight against climate change and biodiversity loss. For example, in the past two years, National Landscape teams – including Nidderdale – have supported Defra in getting £15.8m of funding to farmers to deliver nature friendly farming and access projects.

National Landscapes are ‘nearby countryside’ supporting people’s health and wellbeing; 66% of people in England live within 30 minutes of a National Landscape.

Why was the name and brand changed?

Evidence shows awareness of the name Area of Outstanding Natural Beauty is fairly low in all age groups. The new name is simpler, while underscoring the national significance of these landscapes and the work of the teams within them.

The UK has targets to meet net zero by 2050. Species in the UK have declined by almost one fifth since the 1970s.

The UK faces pressing challenges from climate change, drought and flooding, nature depletion and the wellbeing crisis.

We can’t afford to remain static. The rebrand marks an important moment for National Landscapes to renew our contract with the nation, and launch ambitious targets.

The new name reflects the vital contribution these landscapes make to protect the nation from these seismic challenges, while aiming to create a greater awareness of the work we do.

The unifying rebrand is an exciting and important move. It is more than a logo. It’s a movement to unite and to amplify our voice – a recognition that National Landscapes are positioned to help co-ordinate action and move communities in the right direction to have significant impact.

Why now?

For the last 20 years, the demand for greater unification across the AONB network has increased and the national Landscapes Association has been working towards improving collaboration and best practice.

The Glover Review of Designated Landscapes in 2019 recommended AONBs should be renamed National Landscapes. A UK-wide conversation was then held throughout 2021, talking to AONB staff and partners.

The process then has taken around two and a half years, but the demand for this change has been there much longer.

Who did you consult about the rebrand?

AONB staff across the UK have generously given their time, collaborating effectively, to make this change happen for the network.

Community representatives were also engaged in the rebrand process and understood how greater consistency across the National Landscapes family can help our ambitions.

What are the new ambitious targets?

The needs and pressures on the environment have changed immensely. We need ambitious targets.

The aim is to build on the AONB’s long track record of successful delivery for nature, climate, and people.

By 2030, National Landscapes aim that, within their boundaries:

• At least 200,000 hectares of the most valuable natural areas (Sites of Special Scientific Interest or SSSIs), will be in favourable condition;
• 100,000 hectares of wildlife-rich habitat outside of SSSIs will be created or restored.
• 36,000 hectares of woodland, which is a little smaller than the Isle of Wight, will have been planted or allowed to regenerate.
• National Landscapes partnerships will also focus on habitat restoration to ensure the protection of some of our most endangered species and increase their work to help more people to enjoy time spent in beautiful places.
• At risk species being protected include the Adder; Nightjar; Atlantic Salmon; Hedgehog; Large Garden Bumblebee; Adonis Blue Butterfly and Green Winged Orchid.

Who paid for the rebrand?

The rebrand was funded by central government.

It is an investment that will help the UK-wide National Landscapes family step up our urgent work and support us to have a bigger, unified voice, to secure more funding to deliver projects that make billions of pounds worth of difference to the nation.

Locally, it has not impacted on any of our project delivery or funding.

In fact, Nidderdale National Landscape is delivering more projects than it ever has. For example, this year will be providing over £900k in funding to farmers, landowners, and conservation organisations working with our Farming in Protected Landscapes programme.

Will we lose our local identity with a national brand?

No, we have a new name and a new look.

It’s still the same team – working with the same passion, care, and hope – to support our communities, conservation partners, farmers, landowners etc. – to be custodians of this valuable countryside.