Full Breakdown
Royal British Legion Rebrands National Memorial Arboretum
By Drooid · · How we work
Rebranding Launch
The National Memorial Arboretum in Alrewas, Staffordshire, will begin operating under the new title Royal British Legion National Remembrance Gardens on Wednesday, marking the culmination of a planned rebranding announced earlier this year.
Background and Integration
The 150-acre (61-hectare) estate has been fully integrated into the Royal British Legion (RBL), the charity that has overseen the site for the past 25 years. The rebranding reflects the completion of that integration and aligns the arboretum’s identity with its parent organization.
Visitor and Veteran Reaction
The name change has provoked a notable backlash among some visitors and veterans. A petition opposing the rebranding has gathered roughly 25,000 signatures, indicating substantial public concern over the alteration of a long-standing memorial venue.
Official Response
The Royal British Legion has responded by emphasizing continuity.
Site Details and Significance
The newly named gardens host 420 memorials, including the Sands charity’s baby-loss memorial, which together commemorate a wide range of military and civilian contributions. The rebranding does not alter the physical layout or the commemorative function of the site, but it does shift its public branding to reflect the RBL’s stewardship.