Army Flying Museum

Rebranding a museum to reflect
courage, innovation, and human stories

The brief

The Army Flying Museum, located in Hampshire, tells the story of British Army aviation — from the pioneering days of ballooning and the Royal Flying Corps to the modern Army Air Corps.

The museum’s extensive collection brings to life the evolution of flight in the British Army, celebrating courage, comradeship, and innovation across more than a century of military history.

In 2018, the museum began its major redevelopment initiative, known as Project Eagle. This ambitious transformation aimed to make the museum more accessible, more connected to the community, and more engaging for visitors of all ages.

Funded largely by The National Lottery Heritage Fund, the project represented a defining moment in the museum’s history, an opportunity to reimagine its identity, enhance its relevance, and reposition it as a forward-looking destination for learning and discovery.

To mark this new era, the Army Flying Museum needed a fresh brand identity, one that honoured its heritage while presenting a confident, contemporary face to the world.

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Year on year increase vs target of 15%

The social assets designed by The Graphic Design House for the Army Flying Museum.

Our approach

How we approached the project from understanding the client right through to the campaign execution. Hover your mouse over the flip tiles below to learn more.

The Army Flying Museum building exterior image taken from the car park at the front of the building

Understanding the mission

We began by exploring what the museum stood for — not just as a historical institution, but as a place that inspires curiosity and celebrates human achievement. The rebrand needed to communicate accessibility, excitement, and a renewed sense of purpose, appealing to both long-time enthusiasts and new audiences.

Army Flying Museum website design showcased on an iPhone

Telling Human Stories

At the heart of the new brand proposition, “Stories of courage, comradeship and innovation live here”, is the idea of connecting people to the human stories behind the aircraft. This human focus helped shift perceptions of the museum from a collection of machines to a living, emotional narrative.

TGDH Mark working on Army Flying Museum concepts in the studio

Defining a modern identity

Rather than drawing purely from traditional military aesthetics, we looked beyond the sector for inspiration. Our goal was to create a logo and visual identity that felt confident, distinctive, and adaptable — one that could grow with the museum and remain relevant for years to come.

Designing for Every Touchpoint

We delivered comprehensive brand guidelines covering logo usage, typography, tone of voice, and visual direction. The new identity was applied across digital and physical environments — from signage and wayfinding to website design, visitor guides, merchandise, and social media.

“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

Results & next steps

The rebrand launched to an overwhelmingly positive response:

93% positive customer feedback since reopening
22% year-on-year visitor growth, surpassing the original target of 15%

Key deliverables included:

A new logo and visual identity, emphasising ‘Army Flying’ and reflecting the museum’s heritage in a contemporary style
Comprehensive brand guidelines, covering typography, tone of voice, and visual direction
Digital assets, including social media graphics and logo files in multiple formats
Website UI design
Wayfinding and signage designs throughout the museum
Visitor guides, including collection and events materials
Branded merchandise and stationery

The refreshed identity successfully captured the museum’s new direction — contemporary, confident, and deeply connected to the stories it preserves. The Army Flying Museum now stands as a revitalised destination that continues to inspire and engage visitors of all ages.

Since the rebrand, we’ve continued to support the Army Flying Museum with branded materials, marketing assets, and ongoing design support — helping to maintain consistency and impact as the museum continues to evolve.

Ready to refresh your brand?

Our work in action

Army Flying Museum

Rebranding a museum to reflect
courage, innovation, and human stories