The SS Great Britain is a historic ship designed by Isambard Kingdom Brunel. It launched in 1843 and was the first iron steamer to cross the Atlantic Ocean. And while the name of the ship is staying the same, the area in Bristol, UK that encompasses it, including The Being Brunel Museum, the Brunel Institute's maritime archive and the ship itself, have got a rebrand courtesy of How&How (the team behind the Ideogram design). The area will now be known as Bristol Dockyards.
Why? Well, dwindling ticket sales, an aging audience and increased scrutiny over the region's cultural integrity (this is, after all, the city that threw Colston's statue in the river) meant that something needed to change. People weren't seeing the effort that went into preserving and celebrating the area, and perhaps were put off by the walk along the harbourside to get there.
Will this go down in history as one of the best rebrands of the 2020s?
The first thing you'll notice about the new identity is probably the colour. The pink reflects the bright hues of nearby Totterdown's terraces and goes in sharp opposition to the usual nautical blacks and blues. The palette expands to bright yellows, greens and oranges, a subtle nod perhaps to Bristol's rave culture.
Tying things together is a collage system, which mixes historical images with textures and type to create something tactile and immersive.
The tone of voice is full of attitude, and uses a mixture of classic serif and semi-bold sans to get across its message. It includes phrases like 'Renowned across the Avon. Revered across the Atlantic' and 'New name, same old ship'. Luckily, the tone of voice doesn't descend into maritime or Bristolian cliches.
From How&How's perspective, the new identity reflects the centuries of radical thinking Bristol is known for. Not everyone is happy with the rebrand, however. Some have called it 'woke' and complained about the removal of 'Great Britain' from the name. However, it seems many believe that the ship itself is going to be renamed, which isn't the case.
Find out more about the project over on the How&How website. What do you think of the rebrand? Let us know in the comments.
The Brand Impact Awards 2026 are now open for entries! If you have a standout branding project from the last year that you think deserves recognition, you need to enter the BIAs. You have until July 9 to enter and you can do so on the Brand Impact Awards website.
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