Natural History Museum scores with Hat Trick logo

Hat Trick Design has revamped the visual identity (pictured right) for the Natural History Museum. It is the culmination of a ten-month project for the consultancy and the first update of the London museum’s marque in 15 years.

The work, which launches this week, coincides with a move by the organisation to give greater prominence to its scientific and educational remit.

The museum employs 300 staff in scientific roles, but according to its creative director Eleanor Fisher, few people realise the extent of its research and scientific credentials.

‘We want to make sure we communicate our scientific [expertise],’ she says. ‘The old logo didn’t convey our diverse nature. We’re moving away from a heritage feel towards a more relevant, scientific [message].’

Diversity is the core theme in the new marque, which uses a palette of 35 images – ranging from microscopic plankton to a satellite shot of the Earth – taken by some of the world’s leading wildlife photographers.

‘The work represents the diversity of nature, the diversity of the museum’s collection and the diversity of its fields of study,’ says Hat Trick creative director Gareth Howat, creative lead on the project.

The Hat Trick identity will be rolled out in a phased process. Banners, posters and core literature, including the annual report and the listings guide, are among the first tranche of items to be updated.

A redesigned website is due to launch in the spring and wayfinding and signage will be updated within the year.

The consultancy has also produced comprehensive brand guidelines, which address the visual language and tone of voice, says Howat.

Hat Trick worked closely with Jane Wentworth, an independent brand consultant who aided the museum in defining its brand and creative brief.

The group was appointed following a competitive pitch against Interbrand, The Partners and Agenda Design (DW 8 April).