The identity needed to be simple and clear, reflecting the unique aspects of the Spa, while avoiding any confusion with Bath’s other attractions. A symbol was created to reflect one of the most fundamental aspects of the Spa, the steam and hot water. The signage had to be consistent with the visual identity, straightforward yet elegant and unobtrusive, complementing the architecture.
The signage for the five restored heritage buildings and the new modern glass and stone construction was produced on opaque acrylic using just two of the identity colours: light and dark blue. The aim, with the choice of colours for both the signage and identity was to evoke feelings of calmness and relaxation, communicating the entire ethos of the Spa and its healing properties. Some of the signs feature stainless steel lettering to echo the architecture of the building. Where possible tactile lettering and braille were also used.
“Mytton Williams was instrumental in the creation and development of the new brand identity for Thermae Bath Spa. Their creativity allied with clarity of thinking guided us through a challenging process and has resulted in an identity of which we feel very proud.” Peter Rollins, Thermae Bath Spa.
Inspiration
Signage
