National Trust

National Trust

From an institution to an organisation for the future, the new identity for the National Trust builds on shared experiences and an inclusivity that makes the Trust ownable by everyone.

The National Trust looks after a breathtaking number and variety of beautiful and historic places. Each place, distinctive, memorable and special to people for different reasons.

The visual style is designed to welcome and inspire, communicating the Trust as an enabler, allowing both ‘place’ and ‘supporter’ to take centre stage. This 
platform invites people to experience the National Trust: to visit, explore, respond, collaborate, join, give, volunteer and take part.

A contemporary organisation that helps people belong to places, and places belong to people.

Luke and Charles, founders of lukecharles led the creative and art direction of this project while at Wolff Olins.

Consistently flexible

With no one place being the same, the visual identity had to be flexible enough for each place to communicate its own personality, period and style — the extraordinary, the wonderful, the unique, the local. And accompanied by a continuing need to talk to a variety of audiences both young and old.

Working across all touchpoints and their respective teams ensured the design solution met the needs of the organisation with flexibility at its heart, while always communicating ‘one’ unified organisation.

Trust firsts

Within the first year of its launch membership increased by 600,000, visitor numbers rose 16% and volunteer numbers by 11%.

A photographic competition launched by The Sunday Times invited supporters to share their experiences of the Trust. Six world class photographers including Massimo Vitali and Martin Parr were asked to start and inspire this competition.

11,000 entries were received, truly delivering the ambition of the brand. Many of these images were used in the Trust’s communications.

Co-created a set of 4 typefaces with Paul Barnes, designer of the font for The Guardian. An ownable asset for the Trust to become synomonous with the oak leaf and technically drawn to save space across all printed literature.

For places,
for ever,
for everyone
National Trust
About the project