Shetland's strong sense of identity shows itself through the network of Community Museums, Heritage Centres and History Groups to be found all over the islands. Their diverse and intriguing breadth of collections are a showcase to Shetland's long, interesting and complex past.

A number of these organisations have come together to form the Shetland Heritage Association (SHA), in order to facilitate and support heritage provision in Shetland.

Shetland Amenity Trust supports this extensive network of heritage organisations in various ways: by providing financial assistance, premises and working on collaborative projects in the field of place name studies and archaeology. The Trust also publishes a suite of interpretive leaflets, both geographic and thematic, which promote Heritage facilities throughout Shetland.

Through the Museum and Archives service they also provide:

• A Heritage Hub for Shetland - encouraging visitors to explore the islands further and see first hand what other heritage organisations have to offer.
• Facilities for heritage organisations to use.
• A Community Museums Officer to liase with local organisations.
• Curatorial advice to community museums.
• Items from their collections for display at other registered local museums.
• Exploration of joint training initiatives.
• Unkans - a heritage community newsletter.

Shetland Amenity Trust has recently developed a Shetland Heritage and Culture brand, which can be applied throughout the heritage and cultural community. This brand has been piloted through the Trust's activities and is now available to any Shetland heritage and/or cultural organisation to use.

This branding can be applied to interpretive materials, such as signage, publications, websites and interpretive panels. It has been designed in a way that it can either be used as the main brand on these materials or as a sub brand alongside any existing brand/logos. It is hoped this initiative will help to raise the profile of Shetland's heritage and culture and become a recognisable symbol through which visitors can negotiate the impressive network of Shetland sites and services.

Local groups or organisations wishing to find out more about branding can contact the Shetland Amenity Trust on 01595 694688.