Army Flying Museum Rebrand

Apache Attack Helicopter in flight

The Client

The Army Flying Museum, previously known as the Museum of Army Flying, is a British military aviation museum about the history of flying in the British Army.

The museum covers the history of Army aviation from the Balloon sections of the Royal Engineers, through the establishment of the Royal Flying Corps in 1912 and Air Observation Post (AOP) Squadrons. It brings the story up to date with the establishment of the Army Air Corps in 1957, from the merger of the Glider Pilot Regiment and the AOP Squadrons.

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Year on year increase vs target of 15%

Army Flying Brand Guidelines
Army Flying concept design

The Opportunity

During 2018 the museum kicked off their fund raising project for a new development programme known as Project Eagle.

A project on this scale can only be undertaken with the support of considerable additional funding. The majority of the additional funding came from The Heritage Lottery Fund and so The Army Flying Museum had their approval for the concept before the project could move ahead.

Project Eagle represents a step change in the museum’s history creating greater accessibility, wider community connections, establishing STEAM (Science, Technology, Engineering, Art and Mathematics) learning and was nothing short of organisational transformation.

The rebrand needed to strongly communicate that this represents a NEW era in the museum’s story.

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Positive Customer Survey Feedback Since Opening

“The rebranding process has been a delight. The TGDH team were genuinely as excited as we were about developing the Museum’s identity and they really took on board all the comments And feedback throughout the process to deliver a brand that we are really proud of.”

Lucy Johnson
Chief Executive
Army Flying Museum

Army Flying products

Our Approach

We appreciate the importance of what a new logo will have for a museum.

  • Awareness
  • Impact
  • Consistent marketing identity.

We also recognised that a long-term view was required of the design of this project Eagle.

The logo needed to remain fresh and relevant – but in addition, it needed to have the flexibility and adaptability to facilitate a rebrand for their museum.

In creating the new museum logo, we drew inspiration from outside the traditional military museum mould, not directly related brands.

We used our previous experience with clients of a similar nature and field of interest as The Army Flying Museum, and some clients of a similar size and scope.

 

Amy Flying Indoor signage
Army Flying Social Assets
Army Flying website design

Results

  • New Brand Proposition – ‘Stories of courage, comradeship and innovation live here’. This was accessible, more directly connected with human stories, and points to the necessities of war accelerating the pace of technological change. It also strongly communicates the contemporary relevance of the Museum’s collection
  • New Logo and visual identity including typefaces – We proposed a more succinct Museum name and one that gives greater prominence to ‘Army Flying’. A logo and visual identity captured in a bold, contemporary way the Museum’s unique heritage
  • Repurposed Brand Personality and Tone of Voice in new Brand Guidelines
  • All required digital assets including logo in various formats, social graphics
  • Visual guidance on interpretation panels throughout the Museum, New website UI design
  • New wayfinding and signage design
  • Visitor Guides including Collection and Events, stationery, shop merchandise.