A new identity for the Brecon Beacons

The park is managed by elected body The National Park Authority (NPA), and the new branding will sit alongside that of the NPA, aiming to more clearly define the Brecon Beacons as a destination in its own right.

Jo Morris, NPA director of communications, says, ‘The people who live and work in the park wanted to associate themselves with the area. In 2010 Visit Wales designated the Brecon Beacons as a destination, so that added the pressure to create a brand.

Small Back Room was appointed to the project in March 2012, and initially undertook research and workshops with people from the area and stakeholders. ‘We walked, canoed, dined and camped in the Brecon Beacons during the project’, the consultancy says.

‘Key to our research approach was to work with stakeholders to define both the physical and emotional attractors of the place.’

It was decided the Brecon Beacons’ character was, says Small Back Room, ‘A natural place with a colourful spirit. Where creativity comes naturally and creates unexpected everyday joys. Where people live in partnership with nature and she rewards by sharing her beauty and secrets.’

The look and feel was informed by this definition, taking the idea of light as central to the branding. The logotype was designed to be used in both English and Welsh languages, as the colour palette is deliberately varied to allow the branding to be used as easily and widely as possible.

‘The big rule was flexibility’, says NPA’s Morris. ‘We want as many people to use it as possible.’

The new look was first used in brochures, and will be gradually rolled out across consumer brands from the area and materials from local authorities, the tourist authorities and local businesses.

The website, also designed by Small Back Room, will launch in April, and stakeholders will be able to downloads the branding as digital assets to apply themselves.