Aqueduct writes core brand rules for English Heritage

English Heritage is rolling out its new brand guidelines, which aim to provide roster consultancies with best practice advice across the organisation, plus a slightly revised visual identity.

Devised by Aqueduct, the set of core guidelines takes the shape of a 32-page booklet, with rules that encourage good practice.

Small revisions have been made to the logo. These aim to increase legibility and deliver typefaces consistently across a wide range of applications.

A set of core rules, relating specifically to the logo, type and colour, have been supplemented with a series of guideline appendices for areas of operation such as retail, publishing and education.

Dan Wolfe, English Heritage’s marketing director, says the organisation wanted to ‘allow each of our divisions to be best in class – so the publishing division uses the brand in a publishing context, the visitor attractions people mirror their peers’ best practice and so on’.

English Heritage has divisions operating in different markets, from heritage tourism through publishing to archaeological academia.

Aqueduct, which was appointed to the work in August 2005 following a four-way pitch, aimed to devise a framework that could be used across the entire organisation.

‘The 32-page booklet is written with a natural and constructive voice, a world away from the usual ring- bound “brand police” manuals favoured by many big institutional organisations,’ says Aqueduct creative director Charlie Waterhouse.