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WI keeps jam but looks to a new Jerusalem
Millions of jars of jam were produced beneath it, women across the land learned the perfect victoria sponge because of it, and photos of a famous group of Yorkshire ladies posing nude were proudly published alongside it.
Now the emblem of one of the most famous group of females ever to have graced these shores is getting a makeover so generations of future women can learn from those who have gone before.
The Women's Institute has announced it will be changing its logo in January in an attempt to attract new, younger members by adapting to the needs of modern lifestyles and by modernising its activities.
But the 205,000 national members, 10,213 of whom are members of Yorkshire's 379 institutes, need not worry about losing the core essentials of the WI.
Ruth Bond, chairman of the National Federation of the Women's Institute, said: "Of course we would never stop making cakes and jam."
The idea to change the logo was discussed more than a year ago.
"We realised that we were popular and we want to entice new members," she said. "We need to modernise, not for the people who already know and love us, but for those who don't."
Since 1975 the WI, described in its constitution as an organisation for "all women who are interested in issues associated with rural life, including arts, crafts and sciences", has used the Tree of Life as its logo, but because so many other companies are using a tree they decided to give it the chop.
As explained in its in-house magazine, WI Life, the Forestry Commission, Timberland, the National Trust and even the Conservative Party are all now using a tree as part of their logo.
Now the WI says the tree "doesn't reflect the overall goals and activities of the wider organisation, or its many campaigns. The new logo allows the organisation to take on an identity of its own."
The re-branding of this most traditional of institutions came about after a survey of members found 88 per cent said the WI needs to change.
More importantly 76 per cent of the general public who were questioned said they believed the organisation would benefit from refreshing its identity.
Over the years Yorkshire has lead the way with modernising the WI – most famously 11 members of the Rylstone & District WI who posed wearing nothing more than pearls and a smile for one of the most famous calendars ever.
The Calendar Girls, whose story is now also hit West End show, saw their fundraising efforts turned into a hit film starring Helen Mirren and Julie Walters, and have raised more than 2m for leukaemia research.
Neighbours in North Yorkshire, the Wythit WI, decided to get its members in shape to enrol in pole-dancing classes, while the York WI – known as the New York Sisterhood – has members as young as 17. Most are in their 20s.
Ms Bond said: "We want to attract every sort of woman you can think of –young, old, retired ethnic minorities.
"The WI can be something to every woman and we hope we offer women the chance to try new things and reach new heights."
In Harrogate, Bettys & Taylors WI are keen to embrace new members, but also recognise the importance of keeping some traditions.
Karen Shieff, vice-president, explained: "We have done belly dancing and self defence classes. We had a car mechanic come in to teach us the basics of breakdowns and had an actress from Emmerdale talk to us about acting, but we really find our younger members also want to learn crafts and cooking from older women."
Commenting on the redesign, she said: "I think the new logo is great. It's modern and gorgeous and should hopefully reach more young women."
Membership of the 94-year-old Women's Institute has dropped over the past few years.
In 2005 membership stood at 215,000. Today it is down to 205,000.
A LONG AND PROUD HISTORY
1897: The WI movement begins at Stoney Creek in Canada.
1915: The first British meeting takes place on September 16 at Llanfairpwll, Anglesey.
1924: Jerusalem is first sung at the institute's annual meeting.
1940: The WI begins to administer the wartime Ministry of Food's
fruit preservation scheme.
1955: The WI creates the 'Keep Britain Tidy' group.
1965: The 50th anniversary is celebrated at Buckingham Palace with the Queen – who is a member.
1999: Members of the Rylstone and District WI in North Yorkshire pose nude for the Alternative WI Calendar and raise 1.3m
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Tuesday 22 May 2012
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