Packwood - National Trust brand centre -...

Property style guidelines

Packwood

National Trust Property Style Guidelines

Packwood

Contents

02 Contents04 Governing ideas05 Story, genre and line06 Choice of visual elements07 Zoning the property09 Define your theme10 Define your colour palette11 Define your graphic imagery12 Define your graphic textures13 Define your graphic iconography14 Define your materials15 Define your typography16 Design application guide17 Visual guide to zoning the property18 Design application29 Mood reference

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Packwood

How can we bring every place to life using the National Trust brand?

Building a bespoke creative platform for your property.

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Packwood

Governing ideas

The best way to create a unified visit and a strong sense of story is through consistent use of a common visual language. This means using a small number of repeating elements in a way that draws on the story and spirit of place.

A well designed and carefully thought through style book provides a way of telling the property story in way that is consistent with both the spirit of the place and our brand guidelines.

There are three steps to creating a property style book – each of which requires some specialist input.

04

Define your theme and your ‘line’.

Define what type of story you are telling (genre and narrative structure).

Define how the story will be told.

Packwood had a strong theme ‘A house to dream of, a garden to dream in’ and although we thought about a shorter version for the line, like ‘A place to dream’, we decided to use the whole theme as it brings out the different elements of the property and puts across the offer. This theme captures the house as one man’s vision of the perfect Tudor house and a collection of other people’s dreams, and the garden as a restful place to dream in.

This is a story of voyage and return, with mood being the key rather than character. You depart from the real world as you enter the property, through a transitional space and into a dream world, at the centre of which is an individual with a particular dream, expressed as a perfectly crafted interior and surrounded by a dreamscape – the gardens and park.

Outside the story will be delivered through symbols, objects, visual prompts and illustrations. This is not an explanatory space. Inside the mystery can be solved, with space to explain and add depth, to uncover the layers of the Packwood dream.


Packwood

Story, genre and line

Step

1

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Packwood

Choice of visual elements

The core idea here is that the choice of a small number of repeating elements creates more scope for creativity and leads to greater visual unity.

• Define your colours from the brand palette and estate colour

• Define your icons – distinctive visuals that encapsulate the uniqueness of your place

• Define your materials – the substances which are part of your genius loci – plus perhaps contemporary substances that chime or resonate with it (think of the glass pyramid outside the Louvre)

• Define your textures

• Define your graphics (2D visuals which may draw from your icons and textures)

For Packwood we called on property, architectural and curatorial input.

Step

2

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Packwood

Zoning the property

A visitor journey was to help plan how the story should unfold at Packwood. This helped us to define four different zones, which we have used to define how the style book should be applied.

Welcome and functional spaces are about meeting the needs of visitors and staff and introducing the National Trust as well as the visit to Packwood.

Step

3

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Welcome and functional spacesOnce you leave the welcome area into the park land our aim is for you to enter a dream world, conveying the peaceful mood of the property. The use of colour and iconography will guide visitors around, with touches of humour, showing them the way to the house, gardens and parkland walks. Within the property we do not want to burst this dream with reminders of the outside wall.

FunctionalThese spaces introduce both the National Trust and the overarching unique story of Packwood, so Packwood specific material is used alongside other National Trust content. Examples of such spaces at Packwood are the car park, visitor welcome, and pre and post visit locations such as the website and off site literature.

BackstageThese spaces are necessary to run the property, but are not seen by visitors and need to be clearly signalled as such. Strict style rules do not apply to the areas that visitors do not see.


Hughenden

Zoning the property continued

Step

3

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Welcome and functional spaces

ExplainingThese spaces convey the story of the property and include the visitor facilities retail and café areas, and some rooms of the house. Here the visual language can be used to enhance the Packwood mood by creating complimentary signs, posters, room cards etc.

ImmersiveThese spaces are about trying to evoke a distinct atmosphere of a period. Choice of interpretive devices in these spaces should be guided by story and curatorial advice. In these spaces the style book may not apply (it may be more appropriate to use something of the period), but it should still be used in the design of discreet interpretation that does not detract from the visual experience. At Packwood these spaces include the gardens, park and adventure walk.


Packwood

Define your theme

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Packwood A House to Dream of, a Garden to Dream in

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Pantone 525Pantone 140 Pantone 1788 100%

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Pantone 3125 Pantone 384

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National Trust – Brand Palette

GreensPantone 356Pantone 7481Pantone 7488Pantone 389Pantone 384

MetallicsPantone 871Pantone 877

DarksPantone 213Pantone 021Pantone 1788Pantone 227Pantone 525Pantone 3125Pantone 286Pantone 2768Pantone 425

LightsPantone 706Pantone 317Pantone 7541Pantone 587Pantone 7485

MonoBlackWhite

Property – Brand Palette

Pantone 140

Estate Colour


Packwood

Define your colour palette ‘We took inspiration from the house and gardens at Packwood to choose the colours, and tried to pick ones which represented the iconic parts of the property. So we took dark green from the yew garden; red from the brickwork and the tapestries; blue from the sundials and gold to pick up on the rich feel of the interiors. We felt brown was an important colour to include as so many of the interiors are filled with polished wood panelling and floors. As there was no brown in the brand selection we included this as an estate colour.’Joanne Davenport – Visitor Experience, Community and Volunteer Manager

This palette should form the basis of all Packwood visual communication and be printed as 100% solid.When circumstances require a wider range of colour variations, tints can be used. The selection of a tint must be carefully considered as certain tints have limited value and many are inappropriate for type. If you have an existing estate colour consider how this will work alongside your chosen colours.

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Packwood

Define your graphic imagery ‘We walked around the property looking for the images which really identified Packwood, choosing a view of the house, an image of the yew garden and of a sundial. Gateposts are a recurring feature of the gardens and we chose the gate into the yew garden as a graphic, along with an image of Baron Ash in front of the house he created.’Joanne Davenport – Visitor Experience, Community and Volunteer Manager

When looking for graphic imagery consider how they will work as silhouette, choose images with high contrast and uncluttered backgrounds. Having a library of varying shapes allows you more flexibility. Your graphic imagery library is in monochrome, to allow you to use the Packwood colour palette as a tint or full colour. Overlapping images and transparency give a free and informal layout rather than rigidly structured ones.

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Packwood

Define your graphic textures ‘As with the colours we looked for patterns and surfaces which captured the feel of Packwood from the needlework in the house, to the yews and the render on the outside of the house. The tree trunk brought in the park and woodland on the estate.’Joanne Davenport – Visitor Experience, Community and Volunteer Manager

01 Oak floor boards02 Render03 Tree rings04 Bricks05 Stitch needlework06 Yew tress

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Packwood

Define your graphic iconography

‘These were chosen again to pick up on the iconic elements of Packwood, but also to try and capture the dream like quality of the place. The yew twig, sundial and rose all came from the property, while the butterfly, plant and mushrooms were chosen from external images to bring out particular areas like the woodland.’Joanne Davenport – Visitor Experience, Community and Volunteer Manager

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Packwood

Define your materials ‘We chose polished wood and needlework to represent the house, York stone from the East court and polished concrete to link in with the new visitor facilities and to complement the contemporary feel of the gardens.’Joanne Davenport – Visitor Experience, Community and Volunteer Manager

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01 York Stone02 Heavy Weave Textile03 Oak Wood04 Polished Contrete

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The typeface family:

National Trust DisplayABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz

National Trust BoldABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz

National Trust RegularABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz

National Trust ItalicABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz

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Packwood A House to Dream of, a Garden to Dream in.


Packwood

Define your typography While use of the National Trust typeface is mandatory, you can be expressive with letterspacing, weight and scale. The typeface was designed to have the warmth and modernity of a sans-serif typeface, and keeping a timeless quality too.

Our typeface is an important asset of the National Trust: no other organisation is allowed to use it, and it helps us to be recognisable every time we write something.

Where appropriate, a bespoke treatment of the National Trust typeface can be used in certain areas.

Welcome to

PackwoodA House to Dream of, a Garden to Dream in.

16

Visual Elements

Colour palette

Graphic Textures

Imagery

Materials

Typography

Iconography

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz

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Packwood

Design application guide The sheer number of elements of graphic elements across the property allow for varied expression in all your communications. Don’t feel all of these should be used in every piece you create. Try to create something that is visually balanced. Visual elements should be revised and updated when you feel this is appropriate.


Packwood

Visual guide to zoning the property

1. Functional – areas such as visitor welcome, parking etc.

2. Backstage

3. Explaining

4. Immersive

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Welcome to

PackwoodA House to Dream of, a Garden to Dream in

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Packwoodfrom Perfumes to Poisons:

A gentleman farmer’s garden

Car Park& Toilets

CautionPlease take care when crossing the road ahead.


Please let your children enjoy all the activies in this room.Please don’t leave children in the room unattended.

Why don’t you try writing in Japanese, then take them home to show others.

Have fun!

Thank you.Joy Tovey House Manager

1. Functional These spaces introduce both the National Trust and the property story (car parking, welcome and ticketing).

2. BackstageThese areas are not part of the visit and which need to be clearly signalled as such. Strict style rules do not apply backstage..

3. ExplainingIn these spaces we are actively telling our story through the use of text or other devices (exhibition rooms, for example). Sensitive use of colour and materials can help to cater for the needs of visitors in these spaces without intruding on the atmosphere of the space.

4. ImmersiveThese spaces may well be ‘of the period’ and interpretative devices will be drawn from research evidence. The style book should be used to inform supporting material such as room folders, maps, leaflets.

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Packwood

Design application

Welcom

e to

Packwood

A House to Dream of, a Garden

to Dream in.

Welcom

e to

Packwood

A House to Dream of, a Garden

to Dream in.

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Packwood

Design application



Thank you

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Packwood

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Walks

The LakeThe Yew Garden

The Yew walk

Packwood House Car

ParkShop

Packwood

A4 information display A4 information display

NT leaflet dispenser

NT leaflet dispenser

Kitchen Garden

A House to Dream of, a Garden to Dream in

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Packwood

Design application


Packwood

Design application

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Packwood Walk

The Yew Garden

Meadow Trail

Wildflower Walk

Garden Walk

Baron Ash Walk

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Packwood

Design application

Thank you for

keeping on

the path.

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Packwood

Design application

PackwoodTapestry Collection

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PackwoodTapestry Collection


Packwood

Design application

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Type on concrete

Screenprint on Fabric

Packwood CafePackwood Cafe

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Packwood

Design application

Packwood

Welcome to


The house is originally 16th-century, yet its interiors were extensively restored between the world wars by Graham Baron Ash to create a fascinating 20th-century evocation of domestic Tudor architecture. Packwood House contains a fine collection of 16th-century textiles and furniture, and the gardens have renowned herbaceous borders and a famous collection of yews.

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Packwood

Mood reference ‘old and new’

PackwoodKitchen Garden

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Packwood

Mood reference ‘tell’

A Dream

Once a dream did weave a shadeO'er my Angel-guarded bed,That an Emmet lost its wayWhere on grass methought I lay.

Troubled, 'wilder'd, and forlorn,Dark, benighted, travel-worn,Over many a tangled spray,All heart-broken I heard her say:

``O, my children! do they cry?Do they hear their father sigh?Now they look abroad to see:Now return and weep for me.''

Pitying, I drop'd a tear;But I saw a glow-worm near,Who replied: ``What wailing wightCalls the watchman of the night?

``I am set to light the ground,While the beetle goes his round:Follow now the beetle's hum;Little wanderer, hie thee home.''

A Dream by William Blake

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Packwood

Mood reference ‘play’

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Packwood

Mood reference ‘sundials’


Packwood

For more help and advice contact your consultancy or the design team at Heelis.

If you require this information in alternative formats, please telephone 00000 000000 or email [email protected]

Packwood - National Trust brand centre -...

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