Bletchley Park is the famous WWII home to the Allied codebreakers. They cracked the German’s incredibly complex Enigma codes by using machines that have become known as the forerunner of the modern computer. The role of the codebreakers was top secret during the war but is now acknowledged to have had a vital part in turning the tide of the war in favour of the Allies. Alan Turing is the most famous of the codebreakers but there were in fact over 13,000 people per day working at Bletchley during the war. The site, which now includes The National Museum of Computing, has been steadily growing in visitor numbers and in recent years has had a major overhaul, leading to this rebrand. The movie The Imitation Game released in 2014 also gave Bletchley a new audience.
The branding work was created a couple of years ago but it came as a pleasant surprise when I visited Bletchley Park recently, as I hadn’t seen it before. The identity was done by Rose, a London design agency with a long track record of museum work including the Tate.
The Bletchley identity makes use of patterns formed by sequences of letters and numbers. By highlighting some of these characters shapes are cleverly made on the way-finding signage and large format display panels. Arrows and large numbers have been made to appear by highlighting pairs of this grid.
Rose say “What made the people of Bletchley Park so special, was their ability to recognise patterns in code. The new identity provides an insight into what codebreakers faced, and allows the public to experience the revealing of patterns within the code, and the Park’s extraordinary stories.”
The power of the identity is enhanced by its clever, consistent application to everything from stationery to uniforms to merchandise.
It’s a simple idea but a clever one. The kind of idea I look at as a designer and think, ‘why didn’t I think of that’. The branding reflects the power of a great idea, well executed.

By Nigel Smith




Nigel Smith is the Director of Transformer. He’s currently based in the UK for family reasons but is still actively involved in Transformer’s projects.