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Services
Identity design
Iconography
Art direction
Communications
Merchandise
Social media
Guidelines

The client

The Great Spa Towns of Europe is a UNESCO World Heritage Site. The site comprises eleven historical thermal spa towns and cities across seven countries. Together, they represent the height of a movement that shaped European society from the early 1700s until the 1930s. The inscription of the spa towns on the World Heritage List in 2021 recognises their significance and ensures the protection of their exceptional qualities.

Founded around natural mineral springs, the eleven spa towns became fashionable centres of health and leisure — a "living tradition" that continues to the present day. With grand architecture set amidst beautiful natural surroundings, the towns share a number of characteristic features: spas, drinking halls, pump rooms and promenades, theatres, assembly rooms and carefully maintained parks and gardens.

The challenge

The existing brand identity lacked consistency in application, with each spa town using the brand elements in slightly different ways. To address this and unite the towns, we were asked to create a new, unifying mark and reshape the brand around it. With implementation critical, the towns required an easy-to-use system and clear guidelines.

The outcome

With refined assets and a new logo at the heart of a rebuilt system, we provided the towns with the tools they needed to implement the refreshed brand identity across a wide range of applications.

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