Jodrell Bank began when a few academics began tracking meteors in a muddy field in Cheshire. 75 years later it is a UNESCO World Heritage Site that remains at the forefront of scientific research and welcomes hundreds of thousands of visitors a year.

It has become a global landmark of scientific discovery and home to the development of radio astronomy. It helped transform celestial observation and continues to unlock the universe today. It’s symbolised by the mighty Lovell Telescope, built in the fifties and named after the site’s founder. This is still one of the largest radio telescopes on the planet and an icon of human imagination and ingenuity.

Our task, given to us by the team that run the visitor attraction, was to encapsulate the sense of curiosity and wonder that Jodrell Bank instils in those who work there, and those who visit.

Its impact on science has been immense – pioneering the use of radio waves to understand an unseen universe and soon helping to unlock quasars, pulsars, gravitational lenses and the fading glow of the Big Bang. It even allows us to time-travel back to the origins of the Universe itself.

Lovelltelescope Phot Anthonyholloway | Jodrell Bank | Johnson Banks

The world-famous Lovell telescope ©Anthony Holloway

But it had never developed a visual identity that did justice to the site’s achievements, or a verbal platform to talk to its many different non-academic audiences, including school visitors, families and festival-goers.

Jodrell Bank Before By Johnson Banks | Jodrell Bank | Johnson Banks

The previous identity: underwhelming, to say the least

The new vision, mission, values and brand narrative revolves around Jodrell Bank’s unique contribution to science, culture and heritage – and the ability of Jodrell Bank to create wonder in everyone who goes there.

Jodrell Bank Narrative By Johnson Banks | Jodrell Bank | Johnson Banks

From the off, we knew that an idea inspired by the giant telescope would be the ideal design solution. But it took weeks of experimentation to find a way to do this successfully, and in a way that didn’t clash when placed near images of the dish itself.

Jodrell Bank Working Slides 001 By Johnson Banks | Jodrell Bank | Johnson Banks

We began by looking at the geometry of the telescope

Jodrell Bank Working Slides 002 By Johnson Banks | Jodrell Bank | Johnson Banks

Some initial attempts to merge the dish with typography

Jodrell Bank Working Slides 003 By Johnson Banks | Jodrell Bank | Johnson Banks

Experiments using type within the geometry of the dish

The final route began a motion sketch that turned, tilted and swayed, much like the telescope itself. It became immediately clear that this could be the way forward – a symbol designed for constant motion that we could ‘freeze’ when we needed a static version.

After much experimentation, we also discovered that as the logo passes through its vertical or horizontal states, we can ‘switch’ between scenes, creating a hypnotic optical effect.

Best viewed with sound turned on

The three core logos

The theme of circularity and rings then infuses the whole scheme, coupled with bold and punchy sixties style typography which itself harks back to the era of the space race – and Jodrell Bank’s unique role within it.

Jodrell Bank Elements 1 By Johnson Banks | Jodrell Bank | Johnson Banks

Jodrell Bank Elements 2 By Johnson Banks | Jodrell Bank | Johnson Banks

The building blocks of the scheme

Knowing that the available imagery will vary widely, from hero shots of the dish to images of the surrounding arboretum and more science orientated content, we’ve developed a flexible approach. Massive architectural images can be used next to photo-collages and we can use abstracted rings to enclose imagery.

Jodrell Bank Day Out By Johnson Banks | Jodrell Bank | Johnson Banks

Jodrell Bank Space By Johnson Banks | Jodrell Bank | Johnson Banks

Jodrell Bank Unesco By Johnson Banks | Jodrell Bank | Johnson Banks

Jodrell Bank Heritage By Johnson Banks | Jodrell Bank | Johnson Banks

Jodrell Bank Sky Limit W By Johnson Banks | Jodrell Bank | Johnson Banks

We’ve developed a suite of specifically developed ‘portals’, derived from the dish seen at different angles, which can act as image containers or work within collages.

Jodrell Bank Portals By Johnson Banks | Jodrell Bank | Johnson Banks

Jodrell Bank Portal First Light By Johnson Banks | Jodrell Bank | Johnson Banks

Jodrell Bank Portal Posters By Johnson Banks | Jodrell Bank | Johnson Banks

Jodrell Bank Portal Quasar By Johnson Banks | Jodrell Bank | Johnson Banks

There’s a new tone of voice for the brand too, one which allows Jodrell Bank to talk up its great achievements, but then plants subtle ‘sci-fi’ jokes into the supporting copy and merchandise (‘discounts for little green men’ etc).

Jodrell Bank 4 Poster By Johnson Banks | Jodrell Bank | Johnson Banks

Jodrell Bank Billboard By Johnson Banks | Jodrell Bank | Johnson Banks

Jodrell Bank Train Poster By Johnson Banks | Jodrell Bank | Johnson Banks

Jodrell Bank Sputnik By Johnson Banks | Jodrell Bank | Johnson Banks

Jodrell Bank Menu By Johnson Banks | Jodrell Bank | Johnson Banks

Jodrell Bank Tray By Johnson Banks | Jodrell Bank | Johnson Banks

There’s also a series of specially developed typographic stickers which the internal team can use for more light-hearted communications.

Jodrell Bank Typographic Stickers By Johnson Banks | Jodrell Bank | Johnson Banks

Jodrell Bank Social By Johnson Banks | Jodrell Bank | Johnson Banks

Jodrell Bank Manifesto By Johnson Banks | Jodrell Bank | Johnson Banks

A printed brand manifesto that encapsulates the new brand for staff

Jodrell Bank’s new First Light Pavilion will open in June 2022, featuring a permanent exhibition, planetarium, and café. The site is already world-class – now it will have a world-class visitor attraction to match, sharing the unique and fascinating personal stories of scientists and engineers, unearths archive materials and unravels historical artefacts.

Jodrell Bank Cushion By Johnson Banks | Jodrell Bank | Johnson Banks

Jodrell Bank Books By Johnson Banks | Jodrell Bank | Johnson Banks

Jodrell Bank Parcel By Johnson Banks | Jodrell Bank | Johnson Banks

The overall effect of the rebrand is a dramatic change – we’ve uncovered the brand Jodrell Bank always deserved, yet somehow didn’t have.

Jodrell Bank Lampost Banners By Johnson Banks | Jodrell Bank | Johnson Banks

Jodrell Bank Certificate By Johnson Banks | Jodrell Bank | Johnson Banks

Jodrell Bank Dishes By Johnson Banks | Jodrell Bank | Johnson Banks

Jodrell Bank Mugs By Johnson Banks | Jodrell Bank | Johnson Banks

Its founder, Bernard Lovell, was inspired as a teenager to become a scientist by a lecture on the electric spark. The dream of this project? To ignite and inspire the Lovells of the future.

Jodrell Bank Manual Pages By Johnson Banks | Jodrell Bank | Johnson Banks

A cross-section of pages from the brand guidelines

There’s a short film below that encapsulates all the work so far on this project and there’s additional information on the new Jodrell Bank website.

The team

Design and branding: Johnson Banks
Strategy: Jo Marsh, Winster Marsh & Katherine Heaton, Johnson Banks
Animation: Johnson Banks, Joe Johnson, Emma Nathan
Copywriting: Johnson Banks and Nick Asbury
Web agency: CTI
Music in film: Hello Moon by Tim O'Brien, Jim Spencer, Dave Tolan
First Light Pavilion architects: Hassell Studio

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Creating Wonder

The team