How we made the Natural History Museum's new identity

National History Museum rebrand
(Image credit: National History Museum)

London's Natural History Museum was the UK's most visited indoor attraction in 2021 and 2022. And visiting just got even better, as the museum's recently got a brand new visual identity, created by Marina Willer and her team at Pentagram along with Stuart Watson and Nomad. 

The museum's mission is to turn visitors into advocates for the planet, and ultimately create a future where people and planet can thrive. The new brand aims to make this mission happen, with a digital first identity that engages visitors. "We summarised the role of the museum as: moving from passive catalogue to active catalyst," says Willer.

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Rosie Hilder

Rosie Hilder is Creative Bloq's Deputy Editor. After beginning her career in journalism in Argentina – where she worked as Deputy Editor of Time Out Buenos Aires – she moved back to the UK and joined Future Plc in 2016. Since then, she's worked as Operations Editor on magazines including Computer Arts, 3D World and Paint & Draw and Mac|Life. In 2018, she joined Creative Bloq, where she now assists with the daily management of the site, including growing the site's reach, getting involved in events, such as judging the Brand Impact Awards, and helping make sure our content serves the reader as best it can.