The Holocaust & Genocide Research Partnership (HGRP) is a collaboration between four prominent UK academic institutions specialising in Holocaust and Genocide studies. Given the sensitivity of the subject matter, we conducted extensive research to gain an understanding beyond the mainstream knowledge portrayed in TV and film. The research led to influential figures such as Jan Tschichold, a renowned graphic designer, who escaped Nazi Germany with his family. The aim of the branding was to create a respectful yet forward-facing identity, devoid of visual clichés commonly associated with the topic. Careful consideration was given to every aspect of the brand, highlighting the strength of the partnership and reframing public engagement, education, and heritage practices related to the Holocaust and Genocide, ultimately aiming to reshape the understanding of their history and memory.