First it was the torch logo, replaced by a lop-sided oak tree, now it looks as if David Cameron is edging towards consigning another piece of traditional Tory branding to the political dustbin - the famous blue rosette.

Young Turks at Conservative HQ are thought to consider the symbol, worn by leaders from Winston Churchill to Margaret Thatcher and most recently by Michael Howard, too "old Tory".

It would appear that a trendy alternative is now being "market-tested" - a blue and green ribbon like those which people wear on their lapel to highlight Aids or breast cancer. A ribbon's positive association with good causes could help change some people's negative perception of the Conservatives as "the nasty party".

A spokesman at Tory HQ said last night: "We are not ditching the rosette, but we are looking at what other possible options can be used."