NATIONAL MUSEUM OF THE ROYAL NAVY UNVEILS NEW NAME, BRAND AND VISION

Today, the National Museum of the Royal Navy unveils a new name and brand: Royal Navy Museums. The new identity launches across all digital platforms this week, with a phased physical rollout across its museums and ships over the next two years. 

As it approaches its 20th anniversary, the UK’s youngest national museum group is pairing a new vision with a rebrand designed to bring greater clarity and coherence to its family of museums and ships. 

Home to the world’s largest fleet of historic Royal Navy ships which includes the iconic HMS Victory, HMS Warrior and a collection of over 2.5 million objects, the organisation now brings together its expanded portfolio under a single identity that better reflects both the scale of its collection and the breadth of the stories it holds. An identity that helps audiences better understand what it offers and why it matters now. 

At the heart of the new brand and vision is storytelling, Linking Navy and Nation with inspiring stories and experiences. Royal Navy Museums holds thousands of stories, from famous victories to hidden histories, from life at sea to operations stretching from the seabed to space. The new brand invites audiences to climb on board, get closer and see themselves as part of a wider national story. 

This approach will be brought to life through a long term digital initiative, Our Untold Stories, which will uncover and share stories from across the Royal Navy’s past and present through its museums, ships, and collections. 
The new visual identity debuts this week. The flag, designed to look as though it is fluttering in the wind, draws on the rich graphic language of the Royal Navy, including semaphore, signalling and naval flags, to create a brand that is rooted in heritage yet reflects a contemporary museum experience. 

The rebrand was developed in consultation with multiple stakeholders including the Royal Navy and in collaboration with award winning creative agency Johnson Banks, with strategic support from Jo Marsh.

Matthew Sheldon, CEO, Royal Navy Museums, said:

‘We knew it was time for change. We have thousands of powerful stories to tell, and we needed a clear vision and a bold brand to tell them in ways that resonate with new and broader audiences.’

Royal Navy Museums gives us a stronger, simpler way to bring our museums and ships together and to show how the story of the Navy is woven into the story of Britain itself.”

Michael Johnson, Johnson Banks, said: 

‘From day one, we saw a vast muddle of competing names and symbols, and no-one could say their old name correctly. So, we shortened it to three words then searched for a symbol that could unite the group. A flag that echoes their history – and could fly confidently across each site – seemed to be the perfect solution.’

Royal Navy Museums sites:

  • Royal Navy Museums: Portsmouth
  • Royal Navy Museums: Submarines
  • Royal Navy Museums: Explosion
  • Royal Navy Museums: Naval Aviation
  • Royal Navy Museums: Hartlepool
  • Royal Navy Museums: HMS Caroline

And our ships and submarine:

  • Royal Navy Museums: HMS Victory 
  •  Royal Navy Museums: HMS Warrior
  • Royal Navy Museums: HMS M.33
  • Royal Navy Museums: HMS Alliance