The National Trust has begun to roll out its new-look branding designed to make the charity appear ‘warmer’ and appeal to a younger demographic.

The new look made its first outing in member material in January, but the heritage charity will not be launching the rebrand in one hit.

A spokesman for the Trust said the website will be slowly changing to reflect the new logo and colour palette over the next few months and any new fundraising campaigns will feature the new brand. “We’re just updating things as and when they require updating, rather than do it in one big fell swoop,” he said.

“The aim of it basically is to be a bit more warm in our tone of voice. A bit more engaging really, rather than being an organisation that says ‘don’t go on the grass’, or ‘don’t picnic here’. We’re trying to move away from that,” he said.

Following the introduction of the new brand to members last month via handbooks, magazines and newsletters the National Trust received “largely positive” feedback from supporters, with a minority expressing concern that the new look was a “dumbing down”.

The spokesman said the charity is trying to engage more with families, and will be pushing its food offerings, family-led events and the like. He said that National Trust images will now feature people in landscapes.

Branding agency Wolff Olins has worked with the National Trust in orchestrating the rebrand over around a year. The National Trust would not disclose how much the rebrand cost the charity.