Landscapes for Life

Identity Creation & Guidelines

The National Association for Areas of Outstanding Natural Beauty (NAAONB) is the umbrella association for UK Areas of Outstanding Natural Beauty, a designation awarded to some of the British Isles' most treasured landscapes. We were commissioned to re-establish and simplify the way the association presents itself both internally and to the general public.

The identity was designed to fulfill a wide ranging set of requirements; operating at national and local levels alongside specific area brands and, in the case of Welsh AONBs, in bilingual formats. We developed a typographic solution that is both flexible and inclusive. The 'Landscapes for Life' communication platform is presented as the focal point around which the brace and typographic elements of the mark can be tailored to specific requirements.

An extensive set of guidelines were created to ensure consistency and further define the conventions of the identity in terms of colour, typography, use of photography and page layouts. The guidelines became a vital aspect of the project given the disparate and far-reaching nature of the organisation.

The re-branding process included a number of workshops with representatives from the fifty-two AONBs across the British Isles. This proved an essential part of the project ensuring buy-in from all of the local areas and that the work generated was imbued with the Association's values.

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