The new identity aims to highlight that IWM is a family of museums including IWM London; IWM North in Manchester, housed in an iconic award-winning building designed by Daniel Libeskind; IWM Duxford, a world renowned aviation museum and Britain's best preserved wartime airfield; Churchill War Rooms, housed in Churchill’s secret headquarters below Whitehall; and the Second World War cruiser HMS Belfast.

As the world’s leading authority on conflict and its impact, the IWM brand explores the realities of war, as both a destructive and creative force, and its impact on people’s lives.

The IWM program has grown this year with new licenses signed with Tigerprint, Green Board Games, Frances Lincoln, Flame Tree Publishing, Turtlemat and Thinkskins. Running alongside an extensive IWM publishing program, regular licensees Airfix and J. Salmons have expanded their ranges and products are being sold this year in Lakeland, John Lewis, WH Smiths, Argos, Marks and Spencer and Tesco.

Further growth is expected as interest increases in the new brand and the forthcoming 100th anniversary of the start of the First World War in 2014. IWM will mark the Centenary by leading a program of cultural events across the country, including the opening of new First World War Galleries at IWM London.

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