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The Rebranding of a Maritime Landmark One of the UK's maritime landmarks is being renamed as part of a drive to make it 'cooler' and more inclusive. For a decade, the dockland site in Bristol that houses the ocean liner SS Great Britain, which was designed by the Victorian engineer Isambard Kingdom Brunel, has been promoted as Brunel's SS Great Britain. The New Name and Focus But the names of both ship and engineer are being ditched and the site is to be renamed as Bristol Dockyards. The site will also focus more closely on the role the vessel played in the British empire and seek to prompt conversations about topics such as migration. The Data Analysis The new name was announced before the July opening of its expanded and revamped museum, which will focus not so much on an engineering triumph – SS Great Britain is often called the world's first great ocean liner – but on telling the stories of the people in Bristol and across the world that the vessel helped shape. The Impact Analysis Andrew Edwards, the chief executive of the SS Great Britain Trust, accepted that some would describe the moves as 'woke'. He said: 'Change is never easy. You'll always get those that are resistant, but when we were shaping the vision, I tried to take stock of where the city was and what the city was all about.' The Prediction The renaming and museum reopening is the first phase of a broader transformation to turn the historical site, which includes two dockyards, into a 'cultural campus' tackling issues around heritage, sustainability and diversity ahead of the 60th anniversary of the ship's return to Bristol in 2030.