The NFU is carrying out a rebranding exercise to redefine what the union and the farming industry stands for, and to come up with a new logo.

The union has decided to update its 20-year-old logo so that it better represents the new benefits and services being offered by the NFU. It also wants to demonstrate to the wider world that that it is a modern organisation representing a modern industry.

Members are being encouraged to contribute their ideas and also to say what role they feel the NFU has to play in the future.

An article on the union’s website has called for suggestions for a new logo and said it would also be interested to hear what one word comes into peoples’ mind when they think of the NFU. It also asks how should the union change to face up to the challenges of the future.

Lee Woodger, senior campaigns officer, said research had shown that members and stakeholders liked the organisation, but didn’t like the logo.

“We think that the logo hasn’t changed, but the organisation has changed and so we would like to update our brand image to reflect that.”

The call for farmers’ views on the role and perceptions of the NFU came in the same week that the union revealed its new director of communications.

Liz Falkingham, editor of Farmers Guardian, will replace Anthony Gibson, who is retiring after 36 years working for the NFU.

NFU director general Richard Macdonald said: “We are very sorry to be losing Anthony Gibson, who has done a fantastic job for the NFU latterly as our director of communications. But we are delighted that we have someone of Liz Falkingham’s calibre and known qualities joining us.”

If you have an idea of how to rebrand the NFU send it to nfunewmedia@nfu.org.uk including your name, membership number and contact details. The union says it cannot guarantee to use any of the ideas submitted, but it will be passed to the branding consultants working on the project.

If you aren’t a member of the NFU, but have ideas that you would like to share, then submit them online at www.fwi.co.uk/rebranding