If this is the new Tory logo, I can only imagine the party is seriously short of funds – and thinking power.

It looks like something you might see on a tree surgeon’s van. That might be deliberate – a clumsy attempt to appear both ‘green’ and unpolished.

But then the Conservatives have never been very sophisticated in their choice of logos. The old torch symbol always seemed  an odd choice for a conservative party, with its echo of 1930s Soviet propaganda imagery. On reflection, though, perhaps it was  well-chosen given Margaret Thatcher’s authoritarian tendencies.

We’re sure to hear complaints about putting image before substance. That’s inevitable when any organisation changes any aspect of its corporate identity. A decade ago, BP was ridiculed for spending millions on a tiny change to its old shield logo (subsequently scrapped). The Royal Mail group created a new name – Consignia – which lasted little more than a year.

It’s easy for these examples to overshadow the impact good design can have on an organisation – whatever the sector. In the same way that we give our homes a make-over when they’re looking tired, organisations must be prepared to do the same. WH Smith rightly ditched its 1970s chocolate identity when we woke up to that decade’s crimes against style. BP’s latest corporate identity has helped it reposition itself ‘beyond petroleum’.

But there has to be substance behind any changes. The Tories may not find Labour’s example an encouraging one. Neil Kinnock’s party lost two general elections after ditching the red flag for a red rose.