Getting on track

The National Railway Museum is the largest railway museum in the world, attracting almost 1 million visitors a year. It has an important role in representing the subject's past, present and future, telling the story of rail transport and its impact on society. After a brand repositioning exercise, it was agreed that the essence of the Museum is about ‘Connecting Generations’, and our job was to bring this to life in a new identity, appealing to more families while not alienating the enthusiasts.

A new livery

We created a contemporary identity that also reflected the rich heritage of rail travel. It’s modern, simple, easy to read and dynamic with a clear indication of speed and momentum. The angled slashes can be found in the iconography and architecture of railway throughout history. As well as designing the new logo, we also created extensive brand guidelines which the in-house team applied to the website, merchandise and signage.

Exceptional return on investment

Results recorded 2 years after the 2011 rebrand were outstanding. Visitor numbers increased by 15%, with family visits up from 41% to 59%. All in a falling local market, with visitors to major attractions in York down by 12%. The rebrand also won a DBA Design Effectiveness Award. Emma Farley, Marketing and PR Manager, commented:

“Thompson Brand Partners has helped bring out the very best of our heritage but at the same time created a stunning new identity that appeals to younger audiences and families.”