The Old Royal Naval College in Greenwich, south London, has been rebranded by Fit Creative in a project aimed to clarify the brand – which is being confused with the National Maritime Museum and Greenwich University.
Appointed in November 2010 after approaching the visitor attraction speculatively, the consultancy was offered the project partly on credentials of other work it had carried out in the borough of Greenwich.
A brief was developed to translate the heritage of the destination and connect it with a younger audience through a more contemporary look.
The Old Royal Naval College was established in 1694 and vacated by the Royal Navy in 1998.
The attraction, among the top 15 most visited in the UK, comprises a visitor centre now branded as Discover Greenwich, as well as the Chapel and Painted Hall sub-brands.
A marque has been developed referencing the domed naval college buildings, which helps to express locality. In some instances, this will be accompanied by the strapline ’Wren’s twin-domed riverside masterpiece’ to reference architect Sir Christopher Wren.
A ’solid logotype’ has been chosen, which Fit Creative partner Kara Penn says won’t date, but allows for a broad colour palette to be appropriated, for events and further sub-brands.
Tourist information leaflets, advertising, a video wall in the visitor centre, name badges, uniforms and a website will be rolled out.
The new brand will need to work to appeal to the repeat visitor, according to Penn, who says too often ’visitors will only come to the visitor centre and not the Chapel or the Painted Hall’.
Areas of the site, which are about 800m apart, will be linked by newly branded signage, expected to be designed and rolled out by the end of 2011.