Because the UK’s hottest museum approaches its one hundred and fiftieth birthday with a daring new technique, a imaginative and prescient of a future the place each individuals and the planet thrive and a mission to create advocates for the planet – it now has a brand new identification to match its ambitions.

The brand new image which seems on the Museum’s digital platforms this week and is being launched throughout all collateral within the coming months, references earth and the common connection between every little thing in nature. That includes a round formation of the letters NHM, it represents the vitality of a ripple impact, which pulsates from the centre to type a three-colour sunburst. It’s a form born from nature— embodying the collective vitality and positivity that displays the Museum’s mission to change into an agent for change.

The Museum labored with inventive businesses Heavenly, Pentagram Design and Nomad Studio on the mission, supported by its inner design, advertising and digital groups to create this new model.

The Museum’s Head of Advertising Richard Orr and Head of Public Area Programme Lucy Clark spearheaded the work. Richard says: “With a bolder and extra modern voice the brand new model positioning can higher have interaction each current and new audiences and assist us spotlight how the Museum is discovering options to the pressing points that face our planet.”

Lucy provides: “With dynamism and movement at its coronary heart, our new model displays the catalytic energy of our collections, world-leading scientific experience and massive viewers attain.”

The Museum commenced the rebrand by partnering with inventive consultancy Heavenly on a complete model technique programme, establishing a brand new and distinct proposition and narrative which consequently knowledgeable the model tone of voice and general visible identification.

Pentagram and Nomad mixed as one staff to convey each deep cultural expertise and digital first pondering to assist ship this daring ambition. They labored to interpret the model technique developed by Heavenly.

Andy Hayes, Managing Accomplice at Heavenly stated: “The Pure Historical past Museum is among the UK’s nationwide treasures, and it’s an enormous privilege to work with them. Our work was designed to seize and replicate the fervour held for the museum by guests and employees alike, and the vitality that generates, which Pentagram‘s dynamic design execution builds on completely.”

Marina Willier, Accomplice at Pentagram Design stated: “Our staff created a mindset shift from passive catalogue to energetic catalyst – creating advocates for the planet. Greater than museum, greater than historical past, a pioneer in science and advocacy, at an important inflection cut-off date.”

Pentagram and Nomad additionally outlined the model logic with the image working together and uniting all the Museum’s websites, together with South Kensington, Tring and the brand new scientific facility which can be situated on the College of Studying’s Thames Valley Science Park. The initials NHM can hook up with the lengthy type title in several compositions for numerous museum places and elements of the provide.

Model particulars

The model palette has a broad and energetic mixture of colors, to replicate the range in nature and life and invitations audiences of all backgrounds and origins to take part and luxuriate in its actions.

Round patterns and Phrase Rings have a robust connection to the image. They are often static or shifting and are the visible illustration of a catalyst. They will transfer, develop, broaden, change type and talk, creating an immediately recognisable component that brings color and vitality. Phrase Rings characteristic contextual phrases in circles and can be utilized with photographs or as text-only. For straightforward creation of Patterns and Phrase Rings, the staff created a Generator, a instrument that can be utilized to design each static and movement outputs by way of coding, making it straightforward for all designers working with the model to maintain consistency in addition to flexibility.