What we think

A new visual identity for Royal Museums Greenwich…

April 2017

We’re excited to finally share the new visual identity for Royal Museums Greenwich, designed by Intro – the culmination of years of hard work on the museums’ brands.

They comprise National Maritime Museum, Royal Observatory Greenwich, Peter Harrison Planetarium, Cutty Sark and the Queen's House, all located within the UNESCO World Heritage Site of Greenwich in London. Each attraction has individual strengths, but the organisation had its challenges…


Despite being rich in assets and commercially minded there was confusing messaging, compounded by a visual identity which didn’t effectively represent the full offer. It was also unclear what role the Royal Museums Greenwich ‘parent brand’ played in relation to the separate sites.

Through workshops with staff and stakeholders it was established that the organisation’s purpose is to enrich people’s understanding of the sea, the exploration of space, and Britain’s role in world history. By doing so, visitors will discover more about humanity, and the possibilities of human endeavour. This was summed-up with the line: ‘Exploring the universe, discovering ourselves’.


JWA also celebrated the distinctive individual offers by endowing each site with differentiators and personality in a way that still fitted within the combined overall offer of ‘an epic place of exploration’. This approach was designed to not only sell the different sites but to also boost Greenwich’s profile as a must-visit daytrip destination.

The resultant identity overtly references Greenwich’s historic meridian line – symbolic of the museum’s position to London and the world, and to visitors personally. The use of ‘epic’ imagery is also key to communicating the brand. Inspirational historical and contemporary images are used to tell stories showing all kinds of people exploring the world, the universe – and discovering themselves (ideas all explicit in the brand strategy).


“Our new brand strategy and visual identity will help build recognition, profile and loyalty, attracting more visitors and a more diverse audience. We are a world-class global attraction – and this rebrand embodies our ambitions.”

Eleanor Harris, Director of Visitor Experience and Enterprise at Royal Museums Greenwich