The Honourable Artillery Company (HAC) has announced a refresh of its venue hire brand identity, designed to reflect the organisation’s rich history and architectural significance while appealing to today’s event bookers.
The new identity draws inspiration from Armoury House, the historic home of the HAC since 1734, and introduces a refined colour palette and typography rooted in London’s design heritage. The refreshed logo features a detailed line drawing of Armoury House alongside the date of the establishment of the Honourable Artillery Company, reinforcing its legacy and prestige.
Developed in partnership with Richer Design, the brand refresh complements the HAC’s regimental and member branding while giving venue hire its own distinctive voice, signalling its continued commitment to delivering memorable experiences in a setting steeped in history.
The chosen concept centres on the Armoury House façade, offering an instantly recognisable symbol of the venue’s architectural and cultural significance.
Typography was equally considered: the Clarendon font, designed just streets away from HAC in 1845, was selected for its historical character and London roots, paired with a clean sans serif for modern balance, while the sophisticated colour palette evokes trust, refinement and exclusivity.
Sarah McQueen, director of catering and events at the HAC, said: “Our goal was to refresh our brand identity to create something that feels timeless yet contemporary. Our new branding tells a story of heritage and exclusivity and reflects the grandeur and gravitas of HAC while appealing to today’s event professionals who seek venues with character and cultural significance.”
As part of this transformation, the HAC has also unveiled a redesigned venue hire website, featuring an updated look and feel consistent with the brand refresh.
The new site offers an improved user experience, streamlined navigation, and visually rich content that showcases the venue’s unique spaces and services.
The brand refresh will be fully rolled out across digital platforms and marketing materials in the coming weeks.