Maid of the Loch branding


Artibrand provides branding for the Maid of the Loch, from a complete rebrand, brand guidelines to an interpretation plan.

The process of recreating a company’s brand identity can be a huge undertaking. The starting point is usually to research the product or service and benchmark against competitor offerings. In the case of the Maid of the Loch, there is the rich heritage of the ship being the last Clydebuilt Paddle Steamer, put into service 1n 1953.

The history of the ship is fascinating, where it was built in the Clyde, dismantled, transported by railway to Loch Lomond and rebuilt at the Slipway at Balloch. The ship was in service until 1981 when it was sadly left to deteriorate as Steamships became less popular with holiday makers. The ships Trust and directors are currently raising funds to unlock Heritage Lottery Funding so the process of renovation can return the Maid of the Loch to it’s original status and 1950’s cruising experience.

Artibrand worked with the client initially to create an interpretation plan to fit out the ship with panels, infographics, interactive model and quayside visitor experience. As the plan developed we were commissioned to undertake the rebrand in order to promote the 1950s experience.

The branding process has involved the company board of directors at key stages. The first phase consisted of 4 optional routes with the ship represented in a variety of permutations. A simplified angular design was prefered for it’s strength, solidity and flexibility. It echos an art deco era, still very much in use in the 50’s and in the fittings of the ship. The angular design was developed to pick up on the outline of the ship – the over hanging paddles, ships cowals, funnel and flag. Playing with the evolving crest, the design came to life when light and shade was introduced into the design. This makes the design more open – past and present, reflecting on the ships heritage.

A minimal colour 50’s pastel palette was devised closely matching the original colours of the ship. We even managed to get an original sample from the funnel itself to match the Buff colour.

We continue to work with the team to develop the brand across all media.

If you would like to see the process of creating a brand identity in detail, or discuss how we can develop your brand image, don’t hesitate to get in touch.

Design and concept: Steve Kirkpatrick, Artibrand Ltd.