For a museum with a world-class collection of science-related objects and exhibitions, it had been a little slow in defining a clear identity for its visitors. But increasing competition from London’s other attractions, coupled with a new architectural vision and masterplan for the museum meant the time had come to look properly at the museum’s brand.
After a long audit and design investigation, a route began to take shape using the two-word name. We created a unique arrangement of the characters into a four-line block that took its cue from code and digital typefaces. It takes a little bit of working out, but ‘decoding and sharing’ seemed an apt analogy for the museum itself. It also provided them with what they’ve never had – a unique wordmark to identify themselves which can be literally ‘stamped’ onto everything they do.
We then swiftly extrapolated the logo into a house-style that gave them immediate presence in London’s highly competitive marketing environment.
So the four separate marketing campaigns shown above were all able to communicate different messages. Yet they still remain clearly Science Museum branded.
Here’s are some animations we produced too.
After 18 months work, the new approach is starting to bed down and apply out across most areas of the museum, including lunch-boxes and lollies, with packaging to follow soon.