Case Study: Chatsworth refreshes heritage branding and brand architecture with Pentagram

Chatsworth unifies brand identity across 1,400+ staff with Pentagram

Chatsworth, the historic estate and cultural destination within the Devonshire Group, required a refreshed brand identity to feel more inclusive and dynamic while preserving its heritage. The organization engaged the design firm Pentagram to develop a new overarching brand strategy and architecture to better communicate its vision and contribution to the cultural economy.

Pentagram created a distinctive new brand identity centered around a hand-drawn serpent motif from the family's heraldry, symbolizing stewardship and renewal. The solution included a unique color palette, custom typography, and a comprehensive visual system applied across signage, digital assets, and publications. This strategic shift provided Chatsworth and the Devonshire Group with a highly flexible and distinctive brand that balances its rich history with a forward-thinking, modern approach to engage a wider range of audiences.

Chatsworth