Natural History Museum

While the Natural History Museum’s collections are an invaluable scientific resource, the Museum has to reassert its position as a leading scientific voice in the discussions on the future of our planet and climate emergency.

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In this new phase the Museum needs an identity to activate engagement with both existing and new audiences in everything that it does. Pentagram and Nomad combined to bring both deep cultural experience and digital first thinking to help deliver this bold ambition.

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The team created a mindset shift from passive catalogue to active catalyst, creating advocates for the planet. More than a Museum, more than history, a pioneer in science and advocacy at a crucial inflection point in time.

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The Natural History Museum needed a symbol that made reference to our planet and the universal connection between everything in nature. It features a circular formation of NHM, representing the energy of a ripple effect, which pulsates from the centre to form a three-colour sunburst.

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The brand palette has a broad and energetic combination of colours, to reflect the diversity in nature and life and invites audiences of all backgrounds and origins to participate and enjoy its activities.

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Circular patterns and Word Rings have a strong connection to the symbol. They can be static or moving and are the visual representation of a catalyst.

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Motion features strongly throughout the identity, taking inspiration from nature and bringing the Museum’s brand to life, and when applied to the new logo, the movement helps it become instantly recognisable. Full of energy, dynamism and momentum, the motion channels four nature-inspired routes.

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