A motion-first brand identity for a leading UK museum

Nomad collaborated with Pentagram to create a new motion-first brand identity for the Natural History Museum, the UK’s most-visited indoor attraction in 2021 and 2022. The project aimed to position the Museum as a vital voice in addressing the climate emergency while celebrating its natural history collections. The new identity includes a symbol that represents the interconnectedness of nature, featuring a circular formation and three-colour sunburst. Motion plays a crucial role, inspiring elements such as Ripple, Grow, Pulsate, and Orbit. These dynamic components, along with sound-reactive animations, bring the brand to life, embodying energy and advocacy for the planet, thus supporting the Museum’s mission to become an agent for change in its 150-year history.

Set in NHM Wallop, Wallop