Brand Toolkit & Marque

We have developed a strong unique and distinctive brand that expresses who we are and what we stand for. We want to encourage businesses to communicate our brand using the trademarked marque and narrative so we can keep a consistent clear message for visitors.

The concept for the marque, known as ‘Curated Exploration’, uses the iconography of a traditional compass combined with a modern viewfinder device. This brand supports our vision: “To create one of the world’s premier touring routes between London and Bristol.” The strong visual identity is being adopted across a wide range of industry and stakeholders.

Our brand narrative featured in the Story of the Great West Way (Page 7) is a good example of how we want people to talk about the Great West Way. Visitors don’t have to travel far to explore further and delve deeper into England. The Great West Way links London with Bristol through 500 miles of navigable routes full of twists and turns and new discoveries. Explore by road, by railway or by waterway. Slow right down, base yourself along the route, walk it or cycle it. Welcome to the real England. It’s England undiluted. It’s England concentrated.

For tour operators who wish to sell the Great West Way alongside other regions of England, it is possible to join these up e.g. South West England and the Great West Way. If a Great West Way tour is being sold but products off the Great West Way are necessary to include then we ask that the narrative explains to the customer that the itinerary journey’s off the Great West Way to experience this product for a day trip for example. It is preferable that itineraries which are titled England’s Great West Way include accommodation, as much as possible, along the route. If you are unclear about what is on or off of the route please refer to the map.

Click here to view the brand toolkit.

Contact Flo at flowallace@greatwestway.co.uk to check brand usage on itineraries.