BP&O’s article by Emily Gosling reviews the Natural History Museum’s new identity, created collaboratively by Pentagram and Nomad, with strategy from Heavenly. The rebrand aims to reposition the museum as a catalyst for change around climate and science, featuring a circular NHM symbol, vibrant colors, and motion-driven applications. Gosling praises the design’s energy and inclusivity but questions the clarity of the NHM acronym and its connection to the museum’s heritage.
