Branding for national paths across England

Two iconic paths, one vision: Branding the England Coast path and Coast-to-Coast path

Challenge: Natural England tasked us with a unique dual branding challenge: creating distinct identities for two of Britain’s most prestigious long-distance walking routes. The first was the England Coast Path, an ambitious project to establish a continuous, connected pathway around the entire English coastline, pausing only at the Welsh and Scottish borders.

The second, the iconic Coast-to-Coast path, presented its own challenge, stretching 190 miles from St Bees in Cumbria to Robin Hood’s Bay in the North York Moors, and weaving through three stunning National Parks: the Lake District, Yorkshire Dales, and North York Moors.

Solution: Employing our proven branding process, we developed identities that struck a perfect balance between being distinctive and consistently recognisable. For each path, we designed both a linear mark and a versatile roundel variation. We focused on creating brands that felt welcoming and approachable for all audiences, fostering a sense of inclusivity and encouraging wider public involvement in these remarkable trails.

Outcome: The new identities for both the England Coast Path and the Coast-to-Coast path received widespread acclaim throughout Natural England. Their success was such that they’ve been incorporated into the National Trails guidelines as a benchmark for best practice in path branding. Critically, both brands continue to attract significant positive audience feedback and engagement at various events, proving their effectiveness in connecting people with these cherished national treasures.