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Branding agency Wiedemann Lampe has unveiled a new identity and wayfinding system for Gunnersbury Park & Museum, giving the west London destination a clearer public face as it marks its centenary.
The project aims to reposition the 72-hectare park and museum with a more cohesive identity that better reflects the breadth of its offer, from heritage landscapes and exhibitions to sports facilities and community gardens. Jointly owned by Ealing and Hounslow councils, the site has been managed by Gunnersbury Estate CIC since 2018 as part of a long-term sustainability strategy.
All images: Wiedemann Lampe
According to the team behind the rebrand, one of the biggest challenges was visibility. While the park attracts visitors throughout the year, many remain unaware of the fact that it is also home to a museum, while the sprawling site itself can be difficult to navigate.
Wiedemann Lampe’s response is built around the strategic idea of Life’s Rich Tapestry, a platform intended to capture the many ways different communities use and experience Gunnersbury. Rather than narrowing the destination to a single story, the identity embraces its mix of audiences, activities and histories.
Visually, the system separates the park and museum through distinct symbols and modular lockups that can work independently or together. A colour palette of green for the park, purple for the museum and a bright yellow for shared communications reinforces the relationship between the two.
Custom illustrations by artist Rebecca Sutherland animate the identity, depicting everything from wildlife and artefacts to seasonal events and community life, while a dedicated centenary mark extends the system across anniversary celebrations.
The work also stretches beyond visual branding. A new tone of voice and photography style place greater emphasis on human moments, while the strategic platform has informed internal organisational principles designed to support future growth.
Perhaps the most immediately visible change is the overhaul of the park’s wayfinding. Yellow, icon-led signage has been designed to help visitors explore without prescribing fixed routes, making it easier to discover different parts of the estate. A modular approach also allows the system to be introduced gradually over time.
For Wiedemann Lampe, the project is as much about future-proofing as celebrating the past. The studio says the flexible identity is intended to grow alongside the organisation, helping Gunnersbury Park & Museum step into its second century with greater confidence and a stronger presence in London’s cultural landscape.
Benji Wiedemann, ECD and co-founder at Wiedemann Lampe, said: “We wanted to deliver an identity and wayfinding system that reflected the enjoyment and joyfulness of the park, distinguishes it from London’s other green spaces, and supports its ambition for the future … Gunnersbury is many things to many people, and its offer is both broad and evolving. The strategy needed to bring focus without flattening or oversimplifying that richness.”
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