Crafty new image for heritage group

English Heritage subsidiary Historic Property Restoration is striking out on its own – with a new image by Atelier Works.

Atelier was approached in September to compete in a paid pitch after a report revealed English Heritage was not providing enough work to sustain its 250 craftspeople. English Heritage is unavailable to comment on whether the new identity is a step towards possible privatisation.

Formerly HPR, Historic Property Restoration wants to promote itself as an independent contracting unit, and the new identity is vital to its launch on to the conservation market, says Atelier partner John Powner.

Atelier’s brief was to create a totally new image “away from the Civil Service mould”, and a promotional suite of materials. Powner and partner Quentin Newark replaced the initials HPR with the full name, emphasised crafting techniques, the workmen and their tools, and created the strapline: Pride in our skills.