Bath River Line

Bath & North East Somerset Council

How do you make a new park in a UNESCO World Heritage Site?

Bath River Line is a 10km riverside trail that runs through the historic centre of Bath. The new brand, signage and interpretation signals the first phase of works that will see biodiversity and active travel flourish along a reinvigorated greenway that meanders through the city.

The brand identity takes inspiration from the seasonal changes along the river and specifically the historic flood level markings found within the city centre. Since the 1800’s, dozens of historic floods have been commemorated by carving dates, lines and arrows into buildings along the riverside. The brand identity takes inspiration from this unique tradition and is complemented with typography inspired by the city's industrial heritage and a colour palette that references local riparian nature.

  • communication: Brand Identity / Strategy
  • experience: Wayfinding / Interpretation
  • technology: Digital design
The Bath River Line Marque and Logo
The Bath River Line logo
Wayfinding and signage was developed to mark the route: Blackened steel signs give Bath River Line a unique language that complements Bath’s protected public realm (the city centre is a UNESCO world heritage site)
Historically, the city of Bath has turned its back on the River Avon and has missed opportunities to engage with and celebrate its nature, industrial heritage, and broader connections with water. The route features interpretation across three themes ‘Riparian Nature’, ‘Hidden History’ and ‘Water! Water!’
A strong typographic palette leads the brand identity — supported with a colour palette that is inspired by riverside nature
The Underline is a method to echo the logo’s underline treatment in campaign materials. A bespoke river level gauge has been designed for signage, it can also be used as a graphic device that encourages observing and measuring
Bath’s riparian nature was illustrated by local collage artist Marian Hill.
Launch campaign
Awareness campaign
Excerpts from Brand Guidelines

With Phase 1 of works being positively received by the community we are now turning our attention to rolling out the signage across the rest of the route.

Creative Direction & Strategy:
Robin Howie

Design:
Tilia Bertrand-Shelton
Robin Howie

Nature illustrations:
Marian Hill

Very special thanks to the Bath & North East Somerset Council team:
Lizzie Venning, Gemma Annan, Wendy Maden, Cleo Newcombe-Jones, Anna Penning–Rowsell, Paul Pearce, Meg Collin

With thanks to:
Environment Agency / Royal United Hospitals Bath NHS Foundation Trust / Hawk and Owl Trust / Bath Royal Literary & Scientific Institution / Avon Fire & Rescue / Bath Preservation Trust / Museum of Bath at Work / Know your Place B&NES / Bath Record Office / Bath in Time / World Heritage Site Steering Group / National Trust / Avon Wildlife Trust / Herschel Museum of Astronomy (BPT) / Miller Knoll (Herman Miller) / Bath Spa University / Saltford Brassmill /Bristol Avon River’s Trust (BART) / Canal & River’s Trust