Agenda item

To further consider the matter.

a)    To accept the report and note the observations received.

b)     To reiterate the decision made at the previous meeting of the Joint Committee on 22 November 2023 not to adopt the new national title and logo for 'National Landscapes'.

John Watkins, Chief Executive of the National Landscapes Association, was welcomed to the meeting and the Joint Advisory Committee was reminded of the discussion back in November 2023 about creating a new brand and image for the Area of Outstanding Natural Beauty designation. Reference was made to the recommendation to change the operational name from 'Area of Outstanding Natural Beauty' to 'National Landscapes'. It was reported that the name 'National Landscapes' was being used in England and Wales, noting that the Welsh Government had expressed support to this change.

The Chief Executive of the National Landscapes Association stated that this change had been in the making for seven years following a period of intensive review and research. He noted that the Area of Outstanding Natural Beauty designations were supposed to be as good as the National Parks in terms of their quality (albeit a different designation) and reported that this change to the brand and name was an attempt to raise awareness nationally of the importance of these landscapes. It was believed that this would assist in attracting resources to the designations, and he reminded all that they were national designations being managed locally.

⁠He noted that all the landscapes in England and many in Wales were now using the new name and brand, which respected how unique the individual landscapes were but recognised that they were part of a wider family. Support was expressed to what the Areas of Outstanding Natural Beauty were trying to achieve. It was believed that it was important for local decisions and considerations to appear as part of a national family and that this would be beneficial in expanding their profile. To conclude, he reported on the input he had received on the new branding, noting that he had received very positive comments.

The following observations were made by members: -

·       It was noted that the National Landscapes website was in English and that the Welsh Government logo was on the website. The member expressed strong dissatisfaction that the website was not bilingual.

·       They argued that we needed to protect the Welsh language and expressed that the Welsh language would not be treated fairly by the National Landscapes Association.

·       Keen to highlight that Wales was a separate nation, and it was believed that rejecting this change would achieve this.

·       A member expressed a view that it might be worth adopting the new name and brand if doing so would strengthen the profile of the AONB here in Llŷn. It was recognised that the Welsh language was very important – would it be possible to translate the National Landscapes website so that it was bilingual?

·       It was believed that the current Llŷn AONB name and logo were memorable and attractive, and that the name 'National Landscapes' suggested England and Wales. It was expressed that 'Wales Landscapes' would be a better name if it had to change.

·       It was noted that everyone was familiar with the name Llŷn AONB and it was not believed that there was any desire to change it. 

·       The Chief Executive of the National Landscapes Association was thanked for his comments and his argument, but the members expressed their support to stick with the original decision not to adopt the new national title and logo.

In response, the Chief Executive of the National Landscape Association noted: -

·       That he acknowledged the point that the website was in English only.

·       He would not accept the point that the Association undermined the Welsh language and emphasised that there was no element of enforcement at all.

·       He was very supportive of how the designation in Llŷn was being operated and did not believe that the proposed change threatened the Welsh language or the constitution locally.

·       The reviews had been independent in England, and the review in Wales was also an independent review and separate from the review in England.

The Llŷn AONB Officer indicated that he saw both sides. He felt that considerable awareness of the name Llŷn AONB had been established over the years and that the new logo was unknown, and many were fed up with change. Despite this it was thought that there was an opportunity to create a new image and create a concept of being part of a family, but concerns existed. 

The Chief Executive of the National Landscapes Association thanked the Joint Advisory Committee for their time and stressed that this change would not be pushed and that it was the decision of the Joint Committee. He wished the Joint Advisory Committee well.

          DECISION

a)    To accept the report and note the observations received.

b)To reiterate the decision made at the previous meeting of the Joint Committee on 22 November 2023 not to adopt the new national title and logo 'National Landscapes'.