Brand Identity for Cyfarthfa Castle & Park

Why brand the castle and park separately—when they were always one place?

Limegreentangerine created a unified destination brand for Cyfarthfa Castle & Park, positioning the historic estate as a renewed cultural landmark for Merthyr Tydfil. The work combines a simple symbolic icon, bold colour and illustrative textures with an accessible, landscape-led wayfinding system.

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Insights

One place was being marketed as two: Cyfarthfa Castle, Grade I listed and built in 1825, and the 160-acre Grade II listed park around it. On the studio’s own figures the park draws over 500,000 visitors a year while the castle drew 59,000 — most people were already on site and not going in.
The identity is built around “distinction through simplicity” in one icon that can read as castle turrets, a butterfly, railway tracks, and a watchful eye over the valley—connecting heritage, nature, and Merthyr Tydfil’s industrial past.
The rollout goes beyond graphics into physical wayfinding: timber, local Pennant stone, subtle metal detailing, colour-coded walking routes, and a bespoke sign family with clear hierarchy designed to be accessible, bilingual (Welsh/English), and resistant to vandalism/graffiti.
The brand uses bold green-and-black colour, a distinctive custom typeface, and illustrative textures drawn from both the parkland outside and the castle’s aged wallpapers and interiors, linking landscape and architecture.
The wider context is the Cyfarthfa Plan, a 20-year regeneration vision launched in January 2021 by an international team led by Ian Ritchie Architects and Gustafson Porter + Bowman, with over 70 potential projects in four phases; Gemma Durham, the Foundation’s director of brand and communication, said the brand reinforces the castle as a “vibrant, must-visit cultural landmark.”