The Natural History Museum is one of the UK’s foremost visitor attractions. Our brief was to create a brand identity which would change the way the museum was seen. Our idea was to express the diversity of nature through a broad range of powerful images, shown through the letter ‘N’, a window on the world of nature.
A key consideration for the identity was to create a consistent look and feel, whilst having the ability to change the tone of voice for differing messages and audiences from children to scientists.
An important aspect of this project was attaining consensus for the solution at board level and with the trustees of the museum.
The identity has been very well received, both externally and internally. A significant increase in footfall has coincided with the introduction of the identity.