A Place to Remember All Year Round - National Memorial Arboretum Rebrand

The National Memorial Arboretum is a living, memorial centre, with 30,000 trees and 150 acres of land based locally at Alrewas, Staffordshire.

Coinciding with the opening of a £15.7 million Remembrance Centre, the Arboretum launched its' new logo, designed by BPL. The new design was chosen to make clear its links to non-military related memorials, including the Gift of Life Memorial, which recognises those who have given organs or tissue in life-changing procedures.

The new logo design is based on the theme of “humanity in the living landscape”, and sees three faces (to reflect the monuments and memorials), within an avenue of trees (a collection of tress is an arboretum).

The new colour palette uses green (trees), grey and blue (public service) and orange (positivity), whilst a “strong” typeface, Proxima Nova, was chosen for its modernity.

Two versions of the new logo – one with a strapline referencing its links to the Royal British Legion and one without – have rolled out across all touchpoints.