The Client:
The Soldiers of Gloucestershire Museum, located in the historic Gloucester Docks, serves as a tribute to those who have served in Gloucestershire’s military forces. This institution plays a pivotal role in educating the public about the rich military history of the region, from 1694 through to contemporary conflicts. Following a significant refurbishment funded by the Heritage Lottery, the museum offers interactive displays, exhibitions, and educational programs that engage families and history enthusiasts alike.
The Challenge
The challenge was to create a brand identity that resonated with the museum’s comprehensive coverage of all three branches of the UK military services: the Army, Royal Navy, and Royal Air Force. The museum needed an identity that was inclusive and representative of all services without leaning too heavily towards any single branch, which traditionally might be represented by the colour green.


The Solution
Montpellier Creative designed a versatile and inclusive brand identity for the museum, deliberately steering away from the conventional military green to avoid favoring the Army over the Navy and Air Force. The logo and branding elements feature a neutral and elegant color palette that reflects dignity and respect while maintaining a strong connection to the museum’s military roots. This approach ensures the brand identity is accessible and appealing to a wide audience, including veterans, families, and history buffs, encouraging broader engagement with the museum’s offerings.
The Results
The new brand identity has significantly boosted the museum’s profile and visitor engagement. It effectively communicates the museum’s mission to honour all branches of the military without bias, thereby attracting a more diverse visitor base. The neutral colour scheme has been well received, as it elegantly complements the wide range of exhibits and interactive experiences offered by the museum. Since the rebranding, there has been a noticeable increase in attendance, particularly during special exhibitions and events. The inclusive branding strategy has not only elevated the museum’s aesthetic but has also deepened its connection with the community, enhancing its role as an educational resource and a memorial space.