SS Great Britain undergoes name change in rebrand, Bristol Dockyards

The centuries-old historic ship site was losing interest and support from audiences and needed a way to get people back on board. SS Great Britain partnered with London-based branding agency How&How to create Bristol Dockyards.

The rebrand frames the Bristolian centrepiece as an all-new cultural destination built around the steamship from 1843 that sits at the heart of the city.

Instead of making the Dockyards blend in, How&How played on the radical nature of Bristol and made something defiantly different. The rebrand channels decades of innovation, stories and global change into an experience. 

A refreshed brand architecture and broader name above the gates bring personality to the site. Highlighting three central sub-experiences prioritises a full-day adventure instead of a passing glance. The Brunel Museum, the Brunel Institute’s maritime archive and the ship itself all have space to sell themselves.

Colour plays a major role in shaping the feel of the experience. A pink inspired by terraces from the Bristol suburb of Totterdown stands out from the traditional black-and-blue nautical-themed brands. A palette of bright yellows, greens and oranges complements the city's vibrancy.

The tone of voice reflects a city that speaks up for itself with a deeper, vaster and braver attitude. Iron-willed messages delivered through iron-clad typography use a mix of classic serif and semi-bold sans.