The new brand is intentionally simple yet fluid and highly functional to make it adaptable to ever-changing circumstances. Clarity and confidence are what counts in a congested communication environment so the simple brand allows content to shine, enabling The National Archives to effectively communicate multifaceted messages to a myriad of evolving audiences.
It's important that the brand should never overshadow the content. It is simply a vehicle through which to communicate your message – news, ideas, events, services and the bigger picture of The National Archives’ transformation. In this way, the simplicity of the branding itself becomes a visual representation of two of The National Archives’ key values; openness and inclusivity.