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Brooklands Museum looks to its past to refresh its look

22nd July 2019

 

Brooklands Museum in Surrey occupies 32 acres on the site of the world’s first motor racing circuit and huge aviation manufacturing factories which made it a household name for much of the twentieth century. Since opening as a public Museum in 1991 and some time before that, it has acquired aircraft, racing bikes and cars and opened its WWII hangar as the award-winning* Brooklands Aircraft Factory.

The current logo has been in place for much of that time but the continued evolution and growth of the experience on offer to visitors and the expansion of the business has necessitated a rationalisation in visual identity. The results are a refined vision and mission statement, a cleaner logo and word mark form with a clever use of the original colour palette for the Museum logo; the gold of the BARC (British Automobile Racing Club) and racing green which adorned many of the Bentleys and MGs that tore round the Track in Brooklands’ heyday. This style has been adopted for the other three parts of the business family namely Concorde, Hospitality and the Members each with their own colour ways. For the first time, these four elements have been brought together and considered collectively so that they relate and a stronger visual identity is achieved.

The use of the logo is now live and an ambitious awareness campaign to promote it includes poster campaigns on buses and trains on the surrounding networks in Surrey and SW London, new directional and welcoming signage on the roadways approaching the site and promotional print and digital advertising. The poster campaign focuses on a single exhibit or piece of history unique to Brooklands and relates it to the present day. In one shot we see an archive shot of Doreen Evans in her MG R-Type looking over her shoulder at the waves of visitors eager to discover the rich and varied past that a visit to Brooklands beings to life.

The museum’s refreshed look has been spearheaded by the Marketing Director Samantha Hart who joined the team in January 2019.

“Brooklands Museum is such an incredibly special place and we felt that we needed to give it a modern image that is instantly recognisable and attractive to new visitors. We’ve spent a lot of time consulting with our volunteers, members and audiences to harness what Brooklands means to them and what we have to offer, and this will shine through in our summer visitor campaigns. Brooklands Museum is not just a transport museum; every day we walk in the footsteps of the legends and pioneers who changed the world of motorsport and aviation; so many firsts and record-breaking achievements actually happened here. We’re extremely excited about re-engaging past visitors and welcoming new guests to Brooklands Museum this year.”

Brooklands Museum is open daily from 10am and admission charges, directions, news and events can all be found by visiting www.brooklandsmuseum.com