Branding a new national cultural attraction
The British Postal Museum and Archive (BPMA) is the leading resource for British postal heritage. In 2017 they open their new national museum in London, with five exhibition zones, taking visitors on a journey through the history of the post up to the present day. It will bring 400 years of fascinating postal stories to life in a fun, surprising and immersive way, leaving an unforgettable impression within and beyond the museum.
Aswell as the museum, they will be opening ‘Mail Rail’, old postal tunnels that run under the city and were once used to deliver post will open to the public for the first time as an immersive, extraordinary ride. Visitors can take a 15-minute journey through the original tunnels and station platforms under central London on a specially-made train.
Our creatives worked with the BPMA to create a new brand identity for the museum and for Mail Rail that would position it as a national attraction on the UK cultural scene.
Following brand workshops, we established the core pillars and essence for the brand. The logo utilises the shape of an envelope to create a marque that resembles an ‘m’ representative of ‘Museum.’ We combined the marque with a logotype which is reflective of the way stamped letter-forms bleed when they are stamped in ink.
The simple marque is then subtly rotated to become the Mail Rail symbol, ensuring the 2 brands are clearly part of the same attraction. Following the creation of the marque we established a tone of voice for the museum’s communication materials and created a definitive set of brand guidelines. The brand creation was only the start of the project, we worked closely with the communications team to launch the brand at London’s OXO Tower as well as developing a fundraising campaign ‘Sponsor a Sleeper’.