Science Museum rebrand courts controversy

London's Science Museum has revealed its new look courtesy of top branding agency North Design – much to the annoyance of the team behind the museum's previous award-winning identity, Johnson Banks, which took to Twitter to voice its opinions.

The rebrand was announced on the Science Museum's Twitter page this week, complete with an eight-second animation that showed off its new typographic logo. Typography is the centrepiece of the rebrand, with 'Science Museum' now spelt out in an all-caps, sans-serif font that becomes thinner and thinner as the letters go on. This echoes the gradient shading and colour palette that accompanies the redesign.

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Dom Carter

Dom Carter is a freelance writer who specialises in art and design. Formerly a staff writer for Creative Bloq, his work has also appeared on Creative Boom and in the pages of ImagineFX, Computer Arts, 3D World, and .net. He has been a D&AD New Blood judge, and has a particular interest in picture books.