Snape looks to the past for new look

SNAPE Maltings has unveiled new branding to accompany the regeneration of previously disused parts of its range of historic buildings. Owners Johnny and Alesha Gooderham sought a design to reflect the beauty and heritage of the main maltings complex and the result is a new logo featuring a traditional pattress plate as used by the site's original custodian, Newson Garrett, to construct the buildings.

SNAPE Maltings has unveiled new branding to accompany the regeneration of previously disused parts of its range of historic buildings.

Owners Johnny and Alesha Gooderham sought a design to reflect the beauty and heritage of the main maltings complex and the result is a new logo featuring a traditional pattress plate as used by the site's original custodian, Newson Garrett, to construct the buildings.

The logo, designed by Peter Silk of Colchester-based Silk Pearce, will be introduced from the end of this month, together with a new neutral colour scheme for Snape Malings' retail bags, stationery, website and vehicle livery.

“The refreshed logo is part of a natural evolution for Snape Maltings,” said Johnny Gooderham, whose father, George, purchased the complex in the 1960s.


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“We have used the existing branding for the last 12 years and felt that the site deserved a look that would particularly complement our new focus on the buildings.

“At a time when we are redeveloping these fantastic historic maltings, we wanted something which paid tribute directly to Newson Garrett and the work he did in constructing our maltings over 150 years ago.”

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Snape Maltings is currently in the early stages of an ambitious development plan to bring to life the 60% of the landmark buildings which have remained untouched. It will see an opportunity for people to purchase homes on the site, expansion to the House and Garden Shop, a Heritage Centre and an expanded music campus for Aldeburgh Music.

The site's previous featured a series of reeds, reflecting the maltings' position on the edge of the River Alde, and this aspect of the corporate branding will still be used on Snape's brochures and site interpretation.

“It is not our intention to create a complete overhaul to our branding, just as it is not our intention to overhaul our site during the course of our development plans,” added Mr Gooderham.

“Our emphasis has always been on implementing a sympathetic revival of the complex, and expanding our offerings in a way which is respectful of our landscape, the buildings, and the surrounding ecology.”

Newson Garrett started malting at Snape in 1854 and the site grew to become Suffolk's largest maltings complex.

The current development between the Gooderham family and Aldeburgh Productions, which is responsible for the Aldeburgh Festival and other music events at the site's famous concern hall, aims to retain the character of the buildings while bringing them back into use.

A toal of 67 homes are included the scheme, which is scheduled for completion by 2010.

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