The logo doesn't help - they should have got some proper consultation before registering it as a trademark and releasing it into the wild.
The key element of the logo is 'cycling' ... and not
Cycling UK (the actual organisation name). The cycling and UK should have been kept together, not placed and coloured independently.
The naming is then further confused by the inclusion of the "we are" element. Reading the logo in the natural order of left-to-right, top-to-bottom the organisation now appears to be called: we are
The logo needs redesigning to make it blindingly obvious that the organisation name is - Cycling UK. In fact, they should consider dropping the whole "we are" thing altogether.
If they ignore this and continue with the one they've got now they are going to fail in many of their goals and confuse groups, organisations and individuals they deal with long into the future because they'll have to spend time defuzzing whether they are 'cycling', 'Cycling UK' or 'We are Cycling UK'.
CTC ... stop, listen, reevaluate the branding, and redo it after taking some proper (and it doesn't need to be expensive) advice; we should know, we've designed plenty of successful ones over the years!!
Keen cyclists and
former CTC members