Natural History Museum
This is the logo used for the Natural History Museum developed by Heavenly, Pentagram Design and Nomad Studio. Heavenly oversaw comprehensive brand strategy programme. Pentagram and Nomad worked to interpret the brand strategy developed by Heavenly. It’s clear the art director wanted the logos shape to clearly reference ‘earth and the universal connection between everything in nature’ (Figure 1). when redesigning this logo, the art director wanted to stray away from the usual museum look and make it more modern. This is to highlight the new research and discoveries that’s being done at the museum. The more modern look also helps market itself to younger audiences. Marina Willier, Partner at Pentagram Design said: “Our team created a mindset shift from passive catalogue to active catalyst – creating advocates for the planet. More than museum, more than history, a pioneer in science and advocacy, at a crucial inflection point in time.” (Figure 2)
The Natural History Museum uses a wide range of advertising to promote itself. The designs the art director chose to advertise are eye catching. The bright colour palette the art director chose for these advertisements catches users’ attention even when they are walking past it. The circular logo can move, change colour or form and still be easily recognisable. Making the main logo so adaptable means that it can be used in many forms of advertisements, on any image or video. Even the words in the circle can change and users will still be able to recognise the brand immediately.
The images used in images above, use abstract imagery to interest the viewer and make them stop to look closer. They all show a wide range of what is on offer at the museum. Theres a mix of science and historical images within the posters, showing the museum’s new research/ finds and old artifacts. The reason the art director made this decision is to hook a wider audience by advertising to as many people as possible. This set of posters is also different from the museums usual style but thanks to the constant use of the circular logo, there is enough brand recognition for users to link them to the museum.
The website for the national history museum follows the same branding as their social media and physical advertising. For the website the art director made sure not to overload the user with too many graphics. The website is clear and accessible to a wide range of users. The art director made sure the website uses the same font used in the circular logo which lets the users immediately associate the advertisements together.
An art director is in important role in big projects because they help shape the outcome of the project and guide the creative team. Theyre important so that the project keeps consistency throughout the whole process. They also make sure the client is happy with the final outcome.
Branding and advertisements can change a user’s perception of a brand easily. A younger person will feel more drawn to a more modern type of advertising. While someone older might feel more drawn to older branding that has a sense of nostalgia.
References
Figure 1/2– Natural History Museum brings brand identity in line with new mission and vision | Natural History Museum (Accessed 01/03/26 )