The National Heritage Week branding should appeal to everyone, from young children to families and older age groups but it was to be important to engage not only with the rural audience, but the younger urban audiences too.
We created a new identity in 2017 allowing fluidity for this year and future years. Where Heritage Week takes ownership of the ‘h’ and allows for changing themes, imagery and taglines. This year the ‘h’ houses a stag in a vibrant pink colouring. We have created a broader colour palette to allow for future years of colour and icon edits, yet recognition in cohesion can be achieved. The identity is appealing, eye-catching, bright and fun. This coupled with the use of The Heritage Council’s bank of strong imagery containing nature and people in nature, really works to enhance the brand.
Across Europe the theme in 2017 was ‘It’s in Your Nature’, and we created a system to house this supporting tagline, ensuring ease of theme change with each year to follow.
Once the identity was agreed, we oversaw the rollout through the creation of brand guidelines and the design of a suite of branded key pieces including posters, civic banners, programme cover and template cover (for each county to use), display material, advertising.
“Many thanks again for all your work. It really looks great. From the feedback the rebrand of Heritage Week is working extremely well. This is evidenced by the fact that all of the heritage officers are buying into it. We are getting really great coverage of it and people really like it. The use of the brand guidelines is working really well. Overall it is a great success and the design fits the vibrant, active connection between people and heritage in a very contemporary way.”
Isabell Smyth, Head of Communications and Education, The Heritage Council
Designed by Penhouse Design