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Branding the Peak District National Park
The seemingly natural landscape of the Peak District National Park has evolved through centuries of human influence. It has developed its own identity - its own look and feel - such that people recognise they are in the Peak District. The Peak District National Park Authority has a key role to play in ensuring that the Peak District remains a special and distinctive landscape. The aims of the National Park Authority are:
and through these aims to foster the economic and social well-being of the local communities. These aims mean that the Authority's main priority is to ensure that the natural beauty of the landscape and its distinctive character is conserved and reflected in all of its decision-making, publications, work programmes etc. The Authority uses a number
of approaches such as branding, design guides, grants etc. to achieve
this. - - - - - - - - - - - - - - - - - - National Park Identity
Most large organisations need
a Corporate Identity in the form of a single recognisable symbol and a
House Style for literature and products. The Millstone is the symbol of
the National Park Authority and that by which the Peak District National
Park is identified.
- - - - - - - - - - - - - - - - - - National Park Signs, Visitor Centres, Boards and LeafletsTourist SignsThese signs direct people to specific places in the National Park including:
The signs must be sited so that they are visible but do not impact on the natural beauty of the area. They must be distinctive and unified in style to be easily identified and differentiated from normal street signs. The National Park Authority signs for car parks and buildings have a uniform colour (below) and are of a "slat" type design for ease of replacement.
Information LeafletsLeaflets and brochures distribute information about the National Park - places to go, factual information, information about the Authority's services etc. They need to give a representative and attractive picture of the Park with useful information. The format needs to be easy to handle, to display in a Visitor Centre and to send through the post.
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 Bakewell Information Centre |
External design of the building is important and there are limitations on the types of building materials used (Bakewell centre is in the old market hall). The style of the Visitor Centre 'interiors' is also important for reflecting the distinctive character of the Peak District. Functionally, visitors must have easy access and feel comfortable 'browsing round' whilst finding the information they require.
These must be visible and weatherproof, but not intrusive. They follow a unified style, presenting information in a clear, eye-catching and readable format with illustrations and symbols as well as text. They are sited in a safe places for visitors to stop and read. Consideration is given to the needs of wheelchair users and children.
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These facilities must provide for the needs of millions of visitors every year (always considering the needs of disabled people) while remaining in harmony with the landscape. For example:
- New Car Parks should be sited inconspicuously, but where it will reduce unsightly roadside parking in village or countryside and, preferably where there is good access to paths.
- Toilet Blocks can often be provided in villages, built in keeping with local style, but must be sited carefully in the countryside so as not to intrude on the landscape.
- Picnic Areas need to be sited near to car parks as this is where most take place. They must be designed to blend into the landscape and use appropriate materials.
- Litter causes a problem in both villages and countryside and there is a policy of asking visitors to "Take Your Litter Home" and "Leave Nothing But Footprints". This requires the design of eye-catching signs that do not themselves spoil the landscape, as well as some litter bins in larger car parks where they will be regularly emptied. These must also conform to design guidelines on colour and materials.
 The Limestone Way |
There are over 3,000 km of public footpaths criss-crossing the Peak District National Park. On many of the most popular public footpaths, heavy use has led to erosion. Major footpath reconstruction has been necessary in certain areas, e.g. Dovedale-Hartington and the Pennine Way.
 The Longdendale Trail |
Redundant railway lines such as the High Peak Trail, the Monsal Trail and the Longdendale Trail (which forms part of the long distance Trans-Pennine Trail) have been converted and are used for cycling and horseriding. They provide a firm surface separated from farmland and livestock and, in many places, screened by high banks.
Footpaths that lie across farms depend on stiles between the fields. As part of the field boundary, stiles are subject to the same building guidelines and restrictions on materials as the walls themselves.
Stile in Lathkill Dale
They must be noticeable (so walkers do not climb over the walls instead of the stiles) and durable enough to withstand many thousands of feet as well as being impassable to stock grazing in the fields.
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The traditional buildings in the Park have a special character unique to the area. All new buildings and extensions to old buildings need to be in harmony with that character. This does not mean copying the old; it means understanding the principles of design used in the traditional buildings (eg the use of a pitched roof) and following those principles while at the same time creating a building of its own age.
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 Old house with gritstone walls, sills and cornerstones |
Detailing -
should be simple and avoid too much ornament; windows painted white or
near white or stained; gutters and downpipes in a neutral colour; a stronger
colour for doors; dark brown or grey sheeting to be used for farm buildings.
Boundaries - should be traditional drystone walls of
limestone or gritstone or hedges. Stockproof fencing is often needed on
farmland and enclose areas of new planting.
Siting - must be inconspicuous; always blending with
the landscape, never standing out from it; reflecting existing building
patterns in a village.
Street Furniture - such as litter bins, benches, lights,
must be attractive and in keeping with the style of buildings; natural
materials are preferred, metal and concrete used where necessary; the
same rules on colour to apply.
The National Park contains over 100 villages and hamlets. They reflect the life and work of the inhabitants and there is a need to maintain their unspoilt character. Some villages have been designated Conservation Areas by the National Park Authority and special projects may be undertaken to improve their appearance.
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What other methods could the Authority use to ensure people are aware that they are in a National Park?
Natural materials are expensive and can be prohibitive to new developments, what affect do you think this might have on house prices in the area?
For more information on any of the subjects highlighted in this factsheet try searching the archive.
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