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Wedgwood Institute

Branding & Wayfinding




The Wedgwood Institute is a large red-brick building that stands in Queen Street, in the town of Burslem, Stoke-on-Trent, Staffordshire, England. It is sometimes called the Wedgwood Memorial Institute, but it is not to be confused with the former Wedgwood Memorial College in Barlaston. It achieved Listed building status (grade II starred) in 1972.

In 2016 WWI (let's call it this way for furrther description) decided to create a brand to gain a new attractive, modern but still respectful face. Our company has created the branding and identity system which would be in detailed described on this page.


The logotype represents three letters of the institute name: W, W, I. They are combine in a simple and active manner. A slight skew allows to feel the movement and modern look of the organisation.

Same time sign's simplicity and forms show the traditions and deep science approach to it's work and exhibitions.


This type of letters combination is not just drawing but a form relevant to this one institute only. Looking at the facade of the building we noticed that arcs to create

letter W followed by each other. Small round windows can be used as an dot above I. Some slight modification give a logo right form.

Identity system

Out of the logo we move to an identity system and language WWI can talk to it's visitors and partners. The ideas of using this sign is simple — placing a bold large logo on the side of a canvas. The sign is a bit

chopped and covers both background and the hero of the booklet, poster or whatever making the composition as one strong piece of design.


Though the basic idea of using the logotype as important part of identity system is really simple and clear any piece of design production is described in

details in a special document created by us. So any little branded piece is easily recognizable and disciplined.

Color system

To provide sufficient differentiation while working with the institute identity system we have developed a harmonic but still variable colour pallette.

Museum uses two main colours as marketing tool — red and beige. They become identifying. Othr support the brand.

Print design

The identity system is same time disciplined and flexible. Mostly disciplined in working with marketing and promo materials and really much more flexible

if we talk about different print design and inner documents. As example you can see some of developed print programs.

Navigation icons

For easy and smooth navigation inside the Institute we have create a large amount of icons created in one style and using one grid.

The grid used for the icons is also not occasional — it is created using the logotypе. The system is described below.


In addition we have created a wayfinding system inside the Institute. The system is simple, clear and lets anyone easily and fast find the required

object or place in the building. All icons are chopped a bit from the left what connects them with the whole WWI graphical identity.


Every rule of using the navigation system is documented in a special book to be used by

constructors and inner space designers.

(c) 2017 Beverly Group AB

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