THE transformation of one of England's finest historic homes into a thriving business for the 21st century has been embodied in a new "coat of arms".

The owners of Castle Howard have unveiled the new logo to represent the varied ventures of the estate, which now include tourism and leisure, retail, property, farming and forestry.

The Howard family's traditional coat of arms, which has been used for more than 300 years, will still remain in use for personal correspondence.

But the new "coat of arms" aims to reflect to a new generation of customers and that although the attraction is rooted in the past, it is also modern and dynamic.

Simon Howard said: "The fact that we are introducing a new way of presenting ourselves continues a centuries-old tradition of change and renewal at Castle Howard.

"Commercial success is vital for the survival of Castle Howard Estate, and I believe that this new identity embodies the best of Castle Howard, and it will set the foundation for future success."

Castle Howard Estate Limited is owned and administrated as a private company, of which brothers Nicholas and Simon Howard are the directors.

They aim to use their profits generated by these businesses to fund an extensive programme of restoration and conservation of its historical buildings and landscape to preserve them for future generations.

The 18th-century house is at the heart of a thriving estate. Traditional businesses such as farming and forestry, sit alongside property, banqueting and tourism.

The estate, which is 15 miles north east of York in 10,000 acres within the Howardian Hills, employs 250 staff, 100 full-time and 150 part-time, and attracts tens of thousands of visitors every year.

It is in an area of outstanding natural beauty, and is home to Simon Howard and his wife, Rebecca ,with their three year-old twins, Merlin and Octavia.

Updated: 10:29 Tuesday, July 26, 2005