From Henry VIII to MMXVIII (2018) - Making our mark on Trinity House and half a millenium of history!
With a 500-year history of Serving the Mariner, Trinity House is, by a long shot, the oldest and most illustrious client our maritime team has ever had the pleasure to work with.
Incorporated by Henry VIII’s Royal Charter in 1514, Trinity House is a charity dedicated to safeguarding shipping and seafarers, whilst providing education, support and welfare to the seafaring community. It has a statutory duty as a General Lighthouse Authority to deliver a reliable, efficient and cost-effective aids to navigation service for the benefit and safety of all mariners.
We were tasked to refresh Trinity House’s existing ‘heraldic’ identity so that it would meet modern communication requirements. The pre-existing brand was seen as outdated and no longer reflected the forward-looking organisation.
We had to be respectful and reflect upon the charity’s esteemed history, treating the redesign sensitively in order to retain the gravitas they have achieved over the past 504 years. Despite being steeped in a wealth of tradition and heritage, we had to ensure that our work set the organisation in good stead for the next 500 years.
Before and after
What we did
Working with our branding partners, Better, we launched the rebrand with an insights campaign, looking to establish Trinity House’s existing brand identity and which of its key messages were recognised amongst the industry, the press and the public. This informed a discovery report, which followed in-depth interviews with internal and external stakeholders alike to gauge perceptions and interests.
Building on the key message, Protecting mariners since 1514, the resulting identity was simplified and designed to ensure consistency across various departments and operations. The required distinction for various applications was remedied through a detailed exploration of colour palettes and overarching type styles to create consistency and clarity with subtle distinctions between departments.
We simplified the existing logo which was overly complex, making it extremely difficult to use when printed small, on screen or in fabric. A core part of the challenge was to modernise the logo without impacting on its meaning or sacrificing its stature.