Pentagram and Nomad have created a new identity for London’s Natural History Museum that abandons the notion that a museum is simply a building that stores interesting items. Instead, the designers wanted to communicate that the facility is alive and very active, not a repository but a catalyst.
From a PRINT magazine article: “[T]he Museum is moving from a static collection of objects to an active catalyst, from educating and entertaining audiences to inspiring advocates for the planet. More than a collection of history, London’s Natural History Museum is pushing research and the conversation forward at a crucial point in time.”
The new circular globe- or sunburst-like logo moves, changes form, and suggests sound and motion. When still, its vibrant color provides that same energy. Colors for the new system were inspired by those found in the natural world.