Client: Blenheim

Developing clear visual distinctions between the three Blenheim brands

Blenheim had a vision for the future, but some of the elements of the enterprise were not visible, meaning that the Blenheim Palace brand was the default in the minds of the audiences for everything. How could Blenheim ensure their audience knew and understood that their brand was much more than just the palace attraction?

Video showing the 3 brand identities for Blenheim. Quietly authorative, Graciously formal and Patiently decisive.

Identifying the different brand distinctions

To make visible, and develop the clear distinctions between the meanings of the family of brands while maintaining the right visual relationship – the family resemblance – between these three brands:

  • Blenheim brand – sustainability, restoration and conservation, art and heritage, training, community relations, head office functions and teams.

  • Blenheim Palace brand – visitor destination, activities, exhibitions and events, hospitality, catering and destination restaurant, mineral water, education and charity.

  • Blenheim Estate brand – property (construction, homes, residential and commercial lettings), gardens, forestry, farming, game and maintenance.

Blenheim brand identity guidelines. showing logos, colour schemes, application to uniform and vehicles.

Creating brand identity guidelines

We not only replaced the outdated current identity for Blenheim Palace, we brought these three new identities to life whilst keeping a common theme throughout.

We created a 92-paged book of brand guidelines that combed through each of these three distinct brands from use of logos, colour and typography – to the voice and principles that they all share as a family.

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