Pentagram works on British Waterways branding

Pentagram is working on the branding of British Waterways as the organisation prepares to rename and become a charity next year.

British Waterways, currently funded by the Department for Environment, Food and Rural Affairs, is the body that cares for the 3500km network of canals and rivers in England, Scotland and Wales.

British Waterways says the Government’s public consultation document A New Era for the Waterways recommends that keeping the British Waterways name is not an option. The name of the new waterways charity is subject of a three-month consultation that runs until June.

The organisation says final decisions about the charity’s name and brand will be made in the summer.

Pentagram has committed to work on the project for free and has been working on it for around a month. The project will be led by partner John Rushworth, who created the current British Waterways and Waterways Trust identities.

Rushworth says, ‘This is a tremendously exciting opportunity to be part of the beginning of the next chapter in the waterways’ history and to help shape the identity of the organisation tasked with their future.’

Jo Gilbertson, head of campaigns and communications for the Inland Waterways Association, says, ‘The challenge will be to find minimal cost but effective ways to launch the new charity’s brand on the ground.’

She adds, ‘One suggestion has been for volunteers, boaters and British Waterways staff to be given easy-to-use kits to enable them to help rebrand signs across the network.’

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