JWA and Intro Give Royal Museums Greenwich New Look
Consultancies Jane Wentworth Associates (JWA) and Intro have together created the new branding and identity for the Royal Museums Greenwich.
The latter currently comprises the National Maritime Museum, the Royal Observatory Greenwich, the Peter Harrison Planetarium, the historical sailing ship the Cutty Sark and the Queen’s House art gallery, all of which are located within the UNESCO World Heritage Site of Greenwich in London.
JWA was appointed back in 2015 to define the brand strategy, positioning and the sites’ relationships with each other, while Intro was tasked with looking into the way the brand is visually expressed across all sites and then to design the new visual identity.
“Despite being rich in assets and commercially minded there was a confusing messaging, compounded by a visual identity, which didn’t effectively represent the full Royal Museums Greenwich offer,” says JWA. “It was also unclear what role the Royal Museums Greenwich ‘parent brand’ played in relation to the separate sites.”
The new parent identity is therefore made up of both a symbol and a wordmark, with the latter set in “non-traditional” Talbot Type Karben font.
As well as symbolising the globe, clocks and nautical instruments, the “G” symbol also stands for Greenwich and further incorporates a vertical line that the designers say makes a reference to Greenwich’s historic Meridian Line.
The line device combined with the logo subsequently provides a framework for all of the organisation’s various communications, with the overall identity featuring a family of five logotypes – one for the parent brand and one for each of the four sites – with core colours of “battleship grey”, black and white.