Dartmoor National Park Authority
Speculative Rebrand
May 2026
A speculative updated visual identity for The Dartmoor National Park Authority, aiming to ignite pride, care and connection to the landscape for both locals and tourists.
Dartmoor National Park Authority’s current identity was indistinct from the UK’s other national parks, and lacked Dartmoor’s unique character. Dartmoor’s new identity is deeply rooted in place, identity and environment at every touch-point, taking cues from the moor’s diverse tones and rugged granite textures to form it’s visual language.
I drew from the past, pulling from Dartmoor’s rich cultural identity and timeless wonder, yet continued to look to the future, using fresh mediums to communicate to new moorland users. Through bold, playful icons and typography, as well as a lighter tone of voice, I challenged ‘stuffy’, authoritative expectations of a National Park Authority.
At the heart of this identity is Dartmoor’s new logomark, the Tor. Representing the over 160 granite outcrops across Dartmoor, these iconic landmarks are a unifying symbol rich with history, folklore and wildlife.
‘Letterbox’ is a bespoke typeface adapted from the Dartmoor tradition of ‘Letterboxing’, a playful expression of Moorland identity, where stamps are hidden across the moor for visitors to find. Taking a type reference from a blocky, handcrafted stamp, ‘Letterbox’ maintains this spontaneous, organic feel, but is digitised cleanly to be flexible across a variety of use cases, from signage to social media.
Using ‘alternates’ from a diverse pool of letterbox references, Letterbox’s characters can be interchanged with a range of weird and wonderful Dartmoor characters, seamlessly mixing the old, the new and the timeless.
Dartmoor National Park Authority’s current identity was indistinct from the UK’s other national parks, and lacked Dartmoor’s unique character. Dartmoor’s new identity is deeply rooted in place, identity and environment at every touch-point, taking cues from the moor’s diverse tones and rugged granite textures to form it’s visual language.
I drew from the past, pulling from Dartmoor’s rich cultural identity and timeless wonder, yet continued to look to the future, using fresh mediums to communicate to new moorland users. Through bold, playful icons and typography, as well as a lighter tone of voice, I challenged ‘stuffy’, authoritative expectations of a National Park Authority.
At the heart of this identity is Dartmoor’s new logomark, the Tor. Representing the over 160 granite outcrops across Dartmoor, these iconic landmarks are a unifying symbol rich with history, folklore and wildlife.
‘Letterbox’ is a bespoke typeface adapted from the Dartmoor tradition of ‘Letterboxing’, a playful expression of Moorland identity, where stamps are hidden across the moor for visitors to find. Taking a type reference from a blocky, handcrafted stamp, ‘Letterbox’ maintains this spontaneous, organic feel, but is digitised cleanly to be flexible across a variety of use cases, from signage to social media.
Using ‘alternates’ from a diverse pool of letterbox references, Letterbox’s characters can be interchanged with a range of weird and wonderful Dartmoor characters, seamlessly mixing the old, the new and the timeless.