The rebranding work – the first in Eden’s history – completely refreshes the project’s visual identity and formalises its unique, positive approach to the discourse around environmental issues.
The new brand architecture has been designed in preparation for the Eden Project’s expansion into new locations, including Morecambe and Dundee, and will enable a more streamlined approach to co-branding with partner organisations.
Eden worked with leading UK branding practice SomeOne on the rebrand, which involved the refinement and redevelopment of its strategic brand proposition in consultation with staff, partners and other stakeholders.
This process has helped Eden evolve its tone of voice in the context of the increasing urgency of the planetary emergency and informed the creation of a new brand world for Eden - including logo, font and colour palette.
Emma Evans, the Eden Project’s Chief Marketing Officer, said: “The new branding work builds on Eden’s legacy of more than 20 years, acting as an exemplar of positive change from our home in Cornwall.
“It looks to our future ambitions for growth - through physical locations both in Cornwall and further afield, our communities and outreach work, our learning and cultural offer, and our growing digital channels and platform.
“We need to speak with a louder voice to tackle the challenges facing the planet, and our new identity gives us the platform to do this, helping us to increase our impact amongst existing and new audiences.”
Simon Manchipp, founder of SomeOne, said: “This isn’t a change of symbol, but a symbol of change for the Eden Project. Wherever you see the new branding, you’ll experience the new amplified Eden mindset.
“There are many examples of how humans have corrected ecological errors of the past, but it’s rarely a straight line to success. The new brand system reflects the ups and downs we need to be ready for on the journey to a more sustainable future.”
In creating the new branding, SomeOne developed a series of different ways to connect to audiences.
The work for Eden is both strategically led and visually apparent. The imagery, animations, websites and experiences carry the newly designed logo and a high-readability typeface family called Panton (which has 54 different versions for all eventualities) runs as a signature throughout. Refreshed colour palettes take the brand towards a more central leadership role in the sustainability sector.
The roll-out of the new brand begins this month and will be marked with an advertising campaign in the national press and out-of-home locations.
