From Fossils to Fonts: The Story Behind the British Natural History Museum’s New Branding
In paleontology, we track evolution over millennia; in branding, a logo’s evolution can be just as fascinating. Dive into the Natural History Museum’s recent metamorphosis!
A few months ago, during the heart of summer, the Natural History Museum of London introduced its new logo to the world, provoking a myriad of responses. Now that the initial wave of reactions has settled, it’s an opportune moment to reflect and understand the strategy and intention that sparked this transformation.
Unveiling a New Era: The Museum’s 150th Anniversary Makeover
Natural History Museum of London, stands as a monumental pillar in the world of scientific exploration and discovery. Each year, it draws in over five million curious minds, eager to delve into the mysteries of our natural world. With an awe-inspiring collection that encompasses over 80 million items, the museum offers a journey through time, covering billions of years of Earth’s history.
As this esteemed institution nears its 150th anniversary, it has chosen to mark the occasion with a significant change. A fresh design has been introduced, replacing the logo that had been its emblem since 2017. This transformation isn’t simply cosmetic; it has set off a wider conversation about the role, significance, and evolving meaning of museum logos in today’s rapidly changing world.”.
It’s not just about aesthetics; it’s about the evolving identity of an institution.
Masterminds of the Metamorphosis: The Creative Forces
Initially, the museum’s rebranding journey began under the guidance of Heavenly, with the Museum’s Head of Marketing, Richard Orr, and Head of Public Space Programme, Lucy Clark, leading the initiative.
Subsequently, Pentagram, a renowned international design consultancy known for their work with prominent brands like Waze, Mastercard, Yahoo, and United Airlines, collaborated with Nomad, a dynamic design and branding studio with notable projects for the English Premier League, Disney+, and Nike.
Together, they emphasized the perspectives of the museum’s visitors, staff, and stakeholders, ensuring that the new design would resonate with a diverse audience. The collaborative approach adopted by these agencies not only sought to create a symbol that resonates with our planet and the universal connection between all elements of nature, but also highlighted the museum’s role in reaffirming its position as a leading scientific voice in discussions about our planet’s future and the climate emergency.
Beyond Tradition: A Logo for the Digital Age
With its vibrant and adaptable color palette, the logo takes on a circular form. The dominant colors, inspired by the natural world, range from earthy tones to brighter hues, reflecting the museum’s diverse collections and its commitment to nature. These colors aren’t static; they can change based on what the museum intends to communicate at any given moment, offering a dynamic way to resonate with different themes and exhibitions.
The logo transcends traditional presentations. It’s currently being rolled out across the museum’s website and social media channels and is designed to function as an animated graphic. The museum has developed a smartphone camera “filter” that allows the logo to emerge from users’ mouths. This can be seen as a representation of nature’s scream, echoing the voices of animals. It’s reminiscent of a vocal wave emanating from them, a concept vividly depicted in their illustrative videos.
More Than Just Aesthetics: The Museum’s Vision and Ambition
The Natural History Museum is not just a single entity but a constellation of sites. One of the main goal behind the new logo is to weave a common thread between these diverse locations, namely South Kensington, Tring, and the innovative scientific center at the University of Reading’s Thames Valley Science Park.
In the ever-evolving digital age, museums need to stay relevant and appealing. The leadership at the Natural History Museum recognized this and aimed for a brand identity that would resonate with today’s audience. By adopting a bolder and more contemporary stance, they hope to captivate not only their loyal visitors but also attract a new generation of visitors to the museum.
But it’s not just about modern aesthetics. The refreshed brand is a reflection of the museum’s profound impact on the scientific community and the general public. It stands as a testament to the museum’s role as a catalyst in scientific discussions, showcasing its unparalleled expertise and its commitment to reaching audiences far and wide.
Public Perception: The Balance of Admiration and Critique
Reactions to the logo’s shift have spanned a spectrum, from admiration to critique. While some praise the design’s modernity and relevance, others have voiced concerns about its cost and simplicity. However, it’s crucial to recognize that a well-thought-out strategy and often overlooked story underpin every logo. The Natural History Museum’s logo change isn’t just a design shift; it’s a reflection of evolving narratives, objectives, and the institution’s role in today’s world. This transformation stands as a testament to the dynamic interplay between science, design, and public perception.
“If no one hates it, no one loves it.” — Jessica Walsh
From Skeptic to Fan: My Journey with the New Logo
Mind you, I’ve grown fond of this logo. As a paleontologist myself, with a background in digital communication (see this previous article) the recent transformation of museum branding, especially logos, has been a focal point of interest.
It didn’t win me over instantly, but after a few hours and understanding the “why” behind it, I was on board. This new design feels vibrant, fresh, and less “elite” than its predecessor, making it more relatable, especially for the younger audience. And the adaptability in colors? Genius! As I write this, their Twitter logo sports a blue palette, complementing their current banner featuring cetaceans in the ocean. It’s a prime example of how the logo can shift its hues to match specific narratives the museum wants to convey. Plus, it’s evident they had platforms like Instagram and TikTok in mind when crafting it.
Now, while I personally appreciate its simplicity, I can see how some might perceive it as “too simple.” Perhaps they feel it’s something they could easily replicate. For a logo to avoid such perceptions, it might need that little “extra” that makes someone think, “Hmm, I wouldn’t know how to recreate that.” It’s not about complexity, but rather having a unique element that’s not immediately replicable. But hey, no design can please everyone. There will always be fans and skeptics. And in this case, I’m leaning towards the fans.
And always remember…
A logo doesn’t tell just one story, but as many stories as there are people looking at it.
Next Stop: Swedish Museum 📍
Stay tuned! In my next article, we’ll journey across borders to delve into the captivating story behind the rebranding of the Swedish Museum of Natural History. See you soon for this next adventure!
