National Museum of the Royal Navy adopts new identity as Royal Navy Museums, unifying portfolio of six sites and historic ships under single brand.
The National Museum of the Royal Navy has rebranded as Royal Navy Museums, launching a new identity designed to unify its portfolio of museums and ships under a single name.
The new brand launches across digital platforms this week, with a phased physical rollout across its sites over the next two years. The rebrand comes as the organisation approaches its 20th anniversary.
Michael Johnson, of creative agency Johnson Banks, said: “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. A flag that echoes their history – and could fly confidently across each site – seemed to be the perfect solution.’
The organisation holds a collection of over 2.5 million objects and operates the Royal Navy’s historic ships including HMS Victory, HMS Warrior and HMS M.33. The new identity brings together its expanded portfolio under what it describes as a structure that better reflects the scale of its collection.
The organisation’s new vision is described as “Linking Navy and Nation with inspiring stories and experiences”. A long-term digital initiative, Our Untold Stories, will share stories from across the Royal Navy’s past and present through its museums, ships and collections.
The new visual identity features a flag designed to appear as though fluttering in the wind, drawing on naval graphic language including semaphore, signalling and naval flags.
Matthew Sheldon, CEO, Royal Navy Museums, said: ‘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.”
The rebrand was developed in consultation with the Royal Navy and with strategic support from Jo Marsh.
Royal Navy Museums operates six sites: Portsmouth, Submarines, Explosion, Naval Aviation, Hartlepool and HMS Caroline in Belfast. Its ships and submarine include HMS Victory, HMS Warrior, HMS M.33 and HMS Alliance.
The organisation is developing a Royal Marines Experience at Portsmouth Historic Dockyard, supported by the National Lottery Heritage Fund, which is scheduled to open later in 2026.
