New build and branding for Fitzwilliam Museum

Cambridge’s Fitzwilliam Museum last week unveiled a significant overhaul of its branding, with an identity designed by Rose-Innes Associates.

The revamp coincides with the reopening last week of the Grade I-listed courtyard area. The £12m development project, which kicked off in 2002, has seen architect John Miller and Partners introduce a glass roof, plus a four-storey building housing a shop and café.

It has also designed a gallery and education spaces, as well as improving the southern extension’s existing entrance and Adeane Gallery.

Rose-Innes Associates was initially appointed in 2002 to design signage for the courtyard development, according to consultancy partner Crispin Rose-Innes.

‘Since the signage was going throughout the building, we suggested a new identity as well. We thought the new signage would look peculiar with the old labelling,’ he explains.

The refreshed identity has been incorporated into internal and external wayfinding, as well as print materials such as posters, brochures, leaflets, periodicals and stationery (pictured).

‘We’ve tried to provide something elegant and timeless,’ says Rose-Innes, adding that the identity boasts the Victoria & Albert typeface that the group designed for the V&A’s British Gallery.

The courtyard development has been germinating for some time. ‘For a decade, [we’ve] been working on designs to increase space for the display of collections and for the improvement of visitor services,’ says Fitzwilliam Museum assistant director Margaret Greeves.

According to John Miller and Partners partner Su Rogers, the architect has made an effort to remain true to the museum’s existing buildings and collections.

‘We’ve tried to make a seamless connection between the new and the old buildings, so you don’t feel a great jar as you move from one to another,’ she says.

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