National Museum of the Royal Navy rebrands to Royal Navy Museums

The National Museum of the Royal Navy has debuted a new name and brand – Royal Navy Museums.

The new identity launches across all digital platforms this week, with a phased physical rollout across its museums and ships over the next two years.

Home to the world’s largest fleet of historic Royal Navy ships – including the HMS Victory, HMS Warrior and a collection of over 2.5 million objects – the new name brings together its expanded portfolio under a single identity.

The rebrand was developed in consultation with multiple stakeholders including the Royal Navy, and in collaboration with creative agency Johnson Banks, with strategic support from Jo Marsh.

“From day one, we saw a vast muddle of competing names and symbols, and no-one could say their old name correctly – so, we shortened it to three words then searched for a symbol that could unite the group,” said Michael Johnson of Johnson Banks.

“A flag that echoes their history – and could fly confidently across each site – seemed to be the perfect solution.”

Matthew Sheldon, CEO at Royal Navy Museums, added: “We knew it was time for change. We have thousands of powerful stories to tell, and we needed a clear vision and a bold brand to tell them in ways that resonate with new and broader audiences.

“Royal Navy Museums gives us a stronger, simpler way to bring our museums and ships together and to show how the story of the Navy is woven into the story of Britain itself.”

Royal Navy Museums sites:
• Royal Navy Museums: Portsmouth
• Royal Navy Museums: Submarines
• Royal Navy Museums: Explosion
• Royal Navy Museums: Naval Aviation
• Royal Navy Museums: Hartlepool
• Royal Navy Museums: HMS Caroline

And our ships and submarine:
• Royal Navy Museums: HMS Victory
• Royal Navy Museums: HMS Warrior
• Royal Navy Museums: HMS M.33
• Royal Navy Museums: HMS Alliance