Aqueduct creates brand guidelines for English Heritage

LONDON - Aqueduct has designed a set of core brand guidelines for English Heritage, to be rolled out across the whole organisation.

English Heritage has divisions operating in diverse markets including heritage tourism, publishing, archaeological academia, government policy and listed buildings. Aqueduct's goal was to devise a framework that would allow each division to match its peers by sector.

Aqueduct made slight revisions to the logo mark to increase legibility and provided supplementary type faces to deliver consistency across a wider range of applications.

A set of core rules (relating specifically to the logo, type and colour) were supplemented with a bespoke set of guideline appendices for discrete areas of operation, such as retail, publishing and education.

Charlie Waterhouse, creative director of Aqueduct, said: "Following in-depth research, we wrote and produced a concise set of core guidelines augmented by division-specific appendices. The 32-page booklet is written with a natural and constructive voice, a world away from the usual ring-bound 'brand police' manuals favoured by many big institutional organisations."

Dan Wolfe, English Heritage's marketing director, added: "Aqueduct won the work largely on a piece of strategic advice that really made us feel that this project was achievable after all -- namely, to allow each of our divisions to be best in class -- so the publishing division uses the brand in a publishing context, the visitor attractions people mirror their peers' best practice and so on."



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