Northumberland is one of the UK’s most breathtaking regions. A land of dramatic castles, charming villages, vast National Parks, windswept beaches, and awe-inspiring views.
To help attract a young, adventurous audience to this unique destination, and to support the growth of Defender Hire, Ian Paget created a unified logo system for the Northumberland brand. This includes logos for Northumberland250, HQ, Defender Hire, Stays, Coffee Company, and the lifestyle magazine This is Northumberland. The identity reflects the spirit of the region, bringing a fresh, modern aesthetic to a timeless landscape.
In 2019, founder David Cook launched his first business, British Overland, a Land Rover Defender hire service designed to help people explore the breathtaking landscapes of Northumberland with freedom and adventure at heart.
To promote the business and encourage tourism to the region, David created Northumberland250, a scenic route showcasing the area’s best sights, from dramatic coastlines and ancient castles to hidden villages and wild countryside. Free printed maps were distributed throughout the region, quickly capturing the imagination of visitors and locals alike.
The success of the route sparked significant growth. What began as a vehicle hire company soon evolved into a broader lifestyle brand, expanding to include a headquarters with a café, its own coffee brand, a magazine, and even accommodation.
With this rapid evolution came the need for a unified brand identity. Ian Paget was brought on board from the very beginning, not only to develop the visual identity for the initial business, but also to help shape the brand as it grew. He was tasked with creating a cohesive logo system that could connect every aspect of the venture under a single, recognisable Northumberland brand.
To build a versatile and cohesive brand system, the design process began with the creation of a core symbol for the parent Northumberland brand. This mark would establish the visual language, style, tone, and aesthetic for all sub-brands, each with its own unique symbol but united by a consistent look and feel.
At the heart of the system is a distinctive, minimalist ‘N’ symbol. Inspired by the region’s rich landscape and heritage, from rugged coastlines and castle ruins to winding trails and historic buildings. The stylised ‘N’ evokes a sense of place, which is both timeless and contemporary, striking a balance between Northumberland’s deep-rooted history and its modern-day spirit of adventure.
Building on this foundation, complementary marks were created for each sub-brand: Northumberland Coffee Company, Northumberland Stays, Northumberland 250, and Northumberland HQ. Each symbol reflects its own identity while seamlessly aligning with the parent brand.
To support the symbol system, carefully selected typography was introduced. A typeface that mirrors the concept of “modern heritage.” This type choice pairs effortlessly with each mark, reinforcing a consistent and recognisable identity across the full brand family.
The outcome is a flexible and cohesive logo system that unites the Northumberland parent brand with its growing family of sub-brands. Each element shares a distinctive, modern visual style that captures the unique spirit of the region while allowing each sub-brand to maintain its own character.
To support consistency as the brand continues to grow, a comprehensive brand guideline booklet was created - a reference point to ensure that future additions to the system remain aligned with the core identity.
Beyond the logo system, Ian also designed the official Northumberland 250 route map, which has been featured on printed materials such as posters and tea towels. He continues to support the company with ongoing consultancy and creative direction, helping the brand evolve while staying true to its roots.
Looking to unify your brand with a cohesive identity system? Get in touch with Ian to discuss how he can help bring your vision to life.
