Bristol’s iconic SS Great Britain is no longer simply part of Bristol Dockyards. Now, it and its surroundings are collectively known as Bristol Dockyards, part of a rebrand by How&How.

The change came after declining tourism and cultural scrutiny prompted a fresh look at the area's identity. The new branding features bright colours like pink, yellow, green, and orange to contrast with traditional nautical tones, while maintaining an immersive, tactile aesthetic through collage designs and historic imagery.

Despite the fresh coat of paint, not everyone is thrilled. Critics see it as a nod to woke culture, but supporters argue that it's merely reflecting Bristol's reputation for radical thinking. The new slogan 'Renowned across the Avon. Revered across the Atlantic' aims to capture both the ship’s legacy and its enduring appeal.

The rebrand, seen through an AI lens, might just be a case of modernising heritage sites to keep them relevant in a digital age. But only time will tell if this shift in branding can truly capture the public's imagination like Brunel's original design did over 170 years ago.