Natural History Museum Rebrand 2023

The Natural History Museum is the UK's most-visited indoor attraction and a research center holding 80 million specimens. Approaching its 150th year, it needed to speak with scientific authority on the climate and planetary emergency and reach new, younger audiences across its research, education and activism. Pentagram's 2023 identity, made with Nomad on a strategy by Heavenly, turns the museum from a keeper of collections into a catalyst that wants visitors to champion the planet.