Mytton Williams create identity for £27m Butterfly World Project
Mytton Williams has created the visual identity for Butterfly World, a new £27m visitor attraction and active conservation vehicle.
As the Butterfly World project is rolled out with Phase 1 – the Future Gardens – opening to the public on the 5 June this year, Mytton Williams will apply the new identity to all the print and digital collateral, merchandising and interior requirements including signage.
Butterfly World is the vision of award-winning Lepidopterist, Clive Farrell. It’s his ‘passion’ for conservation and specifically butterflies that helped inspire the initial creative thinking about the development of the new identity.
With an overload of butterfly logos already in existence, Bath-based Mytton Williams' brand was created by two hearts – communicating the passion at the centre of the project – configured in a butterfly shape make up the new mark. A single colour has been selected for the logo. An associated bright colour palette, expressing the variety and vibrancy of the butterfly world, has been developed for use on supporting material.
Speaking for the Butterfly World Project, Angela Harkness, senior commercial director said: “The Mytton Williams concept for the identity perfectly and simply communicates the intensity of our commitment to this all important project."
“We are delighted to be working with this vast and inspirational project,” says Bob Mytton, creative director “ Sir David Attenborough maintains that Butterfly World ‘is seeking to help reverse an environmental catastrophe’. To be part of an initiative with such a passionate heart and awe-inspiring goals is both rewarding and creatively demanding.
“We have a new studio, a growing team, a high profile client list including the Environment Agency, Butterfly World and Footprint travel guides and we are based in the Southwest one of the UK’s most creatively vibrant regions,” added Mytton, who is also chairman of the West of England Design Forum.