The consultancy won the pitch for the project in January and was briefed to create an identity that would attract other audiences beside the baths’ traditional heritage visitors. These include arts audiences, those interested in commercial event hire, and film producers and photographers.
Wonder Associates partner Lisa Gardiner says, ‘We wanted to allow the identity to morph so it can hold different images, but also clarify the offer by having Victoria Baths with the different propositions beneath it.’
The ‘VB’ logo has been populated by different images from the bath’s photo library, and the accompanying proposition text is displayed in a range of colours to adapt the ‘volume’ for different audiences, says Gardiner.
She adds, ‘The type is elegant and contemporary, but we didn’t want to switch off heritage audiences.’
The identity is being used on external signage, internal wayfinding and promotional materials for the site, and will be used on the Victoria Bath website, which Wonder Associates is currently designing.