A new IWM identity for the Imperial War Museums will be unveiled at Brand Licensing Europe next week.
The new look - created by Hat-trick Designs following strategy work by Jane Wentworth Associates - aims to highlight that IWM is a family of museums and not just one site.
As well as IWM London, there is IWM North in Manchester; IWM Duxford; Churchill War Rooms housed in Churchill's secret HQ below Whitehall; and Second World War cruiser, HMS Belfast.
IWM was established in 1917 to collect and record everybody's experiences of the Great War, which was still being fought. The new brand goes back to this original purpose by focusing on the collections which include 15,000 paintings, drawings and sculptures, 35,000 proclamations, 20,000 posters, private papers, film and interviews and 11 million photographs.
New partners on board so far include Tigerprint, Green Board Games, Frances Lincoln, Flame Tree Publishing, Turtlemat and Thinkskins.
Running alongside an extensive IWM publishing programme, regular licensees Airfix and J Salmons have expanded their ranges, with products being sold in Lakeland, John Lewis, WH Smiths, Argos, Marks & 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 programme of cultural events across the country, including the opening of the new First World War Galleries at IWM London.
"Our new brand is strong and authoritative and will be of great help in expanding our licensing programme," said Abigail Ratcliffe, acting head of publishing. "We have received positive comments from our existing licensees and interest from new companies. As we go forward to 2014 and beyond, the brand will promote IWM as a modern and relevant organisation."