The consultancy was appointed following a two-stage tender process which culminated in a six-way pitch at the end of last month. NML received more than 90 submissions from around the world following a public tender request put out earlier this year.
Pentagram will begin work, following a period of bedding in, to devise an international-facing identity that will attract a global contingent. The consultancy’s team will feature lead strategist Simon Paterson and lead partner Angus Hyland.
Phil Redmond, chair of National Museums Liverpool, says, ‘NML and the Museum of Liverpool are world-class and one of a kind, and the Museum of Liverpool is the largest new-build national museum in Britain for over a century.
‘It is important, therefore, to find a suitable image and brand that reflect this. Pentagram has a proven track record on an international stage, as well as a reputation for strategic thinking and an innovative approach.’
The museum is currently using an interim identity, featuring plain sans serif text against a backdrop of the Liverpool waterfront, showing an artist’s impression of the museum.